Foundations of Marketing Theory

Foundations of Marketing Theory : Toward a General Theory of Marketing

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This is a thoroughly revised and updated edition of Shelby Hunt's classic text on marketing theory. Like its predecessors, this new edition presents a theory of marketing that focuses on the discipline's multiple stakeholders. It develops a practical "tool kit" for developing and analyzing theories based on the philosophy of science. This edition breaks new ground with a focus on the concept that "resource-advantage theory" provides the foundation for a general theory of marketing. Both evolutionary and revolutionary, this new edition of this best selling work is an essential primary text for courses and seminars on marketing theory as well as marketing research and management theory.show more

Product details

  • Hardback | 328 pages
  • 181.4 x 249.9 x 28.7mm | 730.3g
  • Taylor & Francis Inc
  • M.E. Sharpe
  • Armonk, United States
  • English
  • Revised
  • Revised
  • tables, figures, references, index
  • 0765609290
  • 9780765609298

Table of contents

Chapter 1. Introduction; Chapter 2. On the Marketing Discipline; Chapter 3. The Morphology of Explanation; Chapter 4. Explanation: Issues and Aspects; Chapter 5. The Morphology of Scientific Laws; Chapter 6. Scientific Laws: Issues and Aspects; Chapter 7. The Morphology of Theory; Chapter 8. Theory: Issues and Aspects; Chapter 9. Toward a General Theory of Marketingshow more

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