{"product_id":"marketing-theory-isbn-9780471635277","title":"Marketing Theory","description":"This thought-provoking book chronicles the evolution of marketing theories and the rationales behind them. The authors present a typology for the twelve schools of marketing thought, and describe a comprehensive metatheoretical framework based on six basic criteria. They also develop a list of concepts and axioms useful in generating a practical theory of marketing. References are extensive and include many pioneering, seldom-cited works. Graduate students and marketing professionals will find this a stimulating and practical work. Resurgence of Interest in Marketing Theory.\u003cbr\u003e \u003cbr\u003e The Era of Turbulent Transition.\u003cbr\u003e \u003cbr\u003e Framework for the Book.\u003cbr\u003e \u003cbr\u003e Metatheory Criteria for the Evaluation of Theories.\u003cbr\u003e \u003cbr\u003e NONINTERACTIVE-ECONOMIC SCHOOLS OF MARKETING.\u003cbr\u003e \u003cbr\u003e The Commodity School of Thought.\u003cbr\u003e \u003cbr\u003e The Functional School of Thought.\u003cbr\u003e \u003cbr\u003e The Regional School of Thought.\u003cbr\u003e \u003cbr\u003e INTERACTIVE-ECONOMIC SCHOOLS OF MARKETING.\u003cbr\u003e \u003cbr\u003e The Institutional School of Thought.\u003cbr\u003e \u003cbr\u003e The Functionalist School of Thought.\u003cbr\u003e \u003cbr\u003e The Managerial School of Thought.\u003cbr\u003e \u003cbr\u003e NONINTERACTIVE-NONECONOMIC SCHOOLS OF MARKETING.\u003cbr\u003e \u003cbr\u003e The Buyer Behavior School of Thought.\u003cbr\u003e \u003cbr\u003e The Activist School of Thought.\u003cbr\u003e \u003cbr\u003e The Macromarketing School of Thought.\u003cbr\u003e \u003cbr\u003e INTERACTIVE-NONECONOMIC SCHOOLS OF MARKETING.\u003cbr\u003e \u003cbr\u003e The Organizational Dynamics School of Thought.\u003cbr\u003e \u003cbr\u003e The Systems School of Thought.\u003cbr\u003e \u003cbr\u003e The Social Exchange School of Thought.\u003cbr\u003e \u003cbr\u003e WHAT WE HAVE LEARNED.\u003cbr\u003e \u003cbr\u003e Is Marketing a Science or, at Best, a Standardized Art?\u003cbr\u003e \u003cbr\u003e What Is, or Should Be, the Relationship between Marketing andSociety?\u003cbr\u003e \u003cbr\u003e Is It Really Possible to Create a General Theory ofMarketing?\u003cbr\u003e \u003cbr\u003e REFERENCES.  \u003cp\u003eJagdish N. Sheth is the Charles H. Kellstadt Professor of Marketing at the Goizueta Business School of Emory University. He was a prominent member of the core team during the initial years of the Indian Institute of Management Calcutta, the first Indian Institute of Management. David M. Gardner is the author of Marketing Theory: Evolution and Evaluation published by Wiley.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989576335589,"sku":"NP9780471635277","price":153.5,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780471635277.jpg?v=1761784663","url":"https:\/\/k12savings.com\/es\/products\/marketing-theory-isbn-9780471635277","provider":"K12savings","version":"1.0","type":"link"}