Marketing theory : foundations, controversy, strategy, resource-advantage theory/

other_versions_link

One of the true classics in Marketing is now thoroughly revised and updated. ""Marketing Theory"" is both evolutionary and revolutionary. As in earlier editions, Shelby Hunt focuses on the marketing discipline's multiple stakeholders. He articulates a philosophy of science-b...

Full description

Bibliographic Details
Main Author: Hunt, Shelby D
Format: Printed Book
Language:English
Published: Chennai: Yes Dee, 2010.
Subjects:
Marketing--Marketing research.--BUSINESS & ECONOMICS -- > Industrial Management.--Management.--Management Science--.Organizational Behavior.
Table of Contents:
  • On the marketing discipline
  • On the morphology of explanation
  • Explanation : issues and aspects
  • On the morphology of scientific laws
  • Scientific laws : issues and aspects
  • On the morphology of theory
  • Theory : issues and aspects
  • On scientific realism and marketing research
  • On science/nonscience, qualitative methods, and marketing research
  • On truth and marketing research
  • On objectivity and marketing research
  • On the resource-advantage (R-A) theory of competition
  • Competition theory, Alderson's market processes theory, and R-A theory
  • Strategy and R-A theory.

Similar Items