Foundations of Marketing Theory: Toward a General Theory of Marketing

Type

Book

Authors

Shelby D. Hunt

ISBN 10

0765609290

ISBN 13

9780765609298

Tags

Research, Americas

Description

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. - from Amzon

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