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Marketing theory : foundations, controversy, strategy, resource-advantage theory /
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...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Abingdon, Oxon ; New York :
Routledge,
2015.
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| Temas: | |
| Acceso en línea: | Texto completo |
| Sumario: | 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-based 'tool kit' for developing and analyzing theories, law-like generalizations, and explanations in marketing science. Hunt adds a new dimension to the book, however, by developing arguments for the position that Resource-Advantage Theory provides the foundation for a general theory of marketing and a theoretical foundatio. |
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| Notas: | Originally published: M.E. Sharpe, 2010. |
| Descripción Física: | 1 online resource |
| Bibliografía: | Includes bibliographical references and indexes. |
| ISBN: | 9781317465140 1317465148 9781315702537 1315702533 9781317465126 1317465121 9781317465133 131746513X 0765623633 9780765623638 |