Marketing Theory - Foundations, Controversy, Strategy, Resource-Advantage Theory (Hardcover, New)

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 foundation for business and marketing strategy. Also new to this edition are four chapters adapted and updated from Hunt's "Controversy in Marketing Theory" that analyze the 'philosophy debates' within the field, including controversies with respect to scientific realism, qualitative methods, truth, and objectivity.

General

Imprint:	Routledge
Country of origin:	United Kingdom
Release date:	March 2010
First published:	2010
Authors:	Shelby D. Hunt
Dimensions:	246 x 174 x 33mm (L x W x T)
Format:	Hardcover
Pages:	464
Edition:	New
ISBN-13:	978-0-7656-2363-8
Categories:	Books > Business & Economics > Business & management > Sales & marketing > General Promotions
LSN:	0-7656-2363-3
Barcode:	9780765623638

Is the information for this product incomplete, wrong or inappropriate? Let us know about it.

Does this product have an incorrect or missing image? Send us a new image.

Is this product missing categories? Add more categories.

Review This Product

No reviews yet - be the first to create one!