Foundations of Marketing Theory: Toward a General Theory of Marketing

Foundations of Marketing Theory: Toward a General Theory of Marketing : 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 the best selling work is an essential primary text for courses and seminars on marketing theory as well as marketing research and management theory.
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Product details

  • Paperback | 328 pages
  • 185.42 x 238.76 x 20.32mm | 566.99g
  • London, United Kingdom
  • English
  • tables, figures, index
  • 0765609304
  • 9780765609304

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 Marketing
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