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Foundations of Marketing Theory: Toward a General Theory of Marketing

by Shelby D. Hunt

2020-07-22 12:03:52

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This is a thoroughly revised and updated edition of Shelby Hunt's classic book 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... Read more
This is a thoroughly revised and updated edition of Shelby Hunt's classic book 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" based on the philosophy of science for developing and analyzing theories.

But this edition breaks new ground with a new focus on the concept that "resource-advantage theory" provides the foundation for a general theory of marketing. Both evolutionary and revolutionary, the new edition of this best selling work is an essential primary tool for courses and seminars on marketing theory as well as marketing research and management theory. Less

Book Details

File size7.14x9.84x1.13inches
Print pages328
PublisherM.E. Sharpe
Publication date June 30, 2002
LanguageEnglish
ISBN9780765609298
autor-image
Shelby D. Hunt
Author
...

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BetterWorld.com - New, Used, Rare Books & Textbooks In Stock Hardcover Book Hardcover Book Buy USD 473.48
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