Marketing theory : evolution and evaluation
著者
書誌事項
Marketing theory : evolution and evaluation
Wiley, c1988
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注記
Bibliography: p. 203-231
内容説明・目次
内容説明
This thought-provoking book chronicles the evolution of marketing theories and the rationales behind them. The authors present a typology for the twelve schools of marketing thought, and describe a comprehensive metatheoretical framework based on six basic criteria. They also develop a list of concepts and axioms useful in generating a practical theory of marketing. References are extensive and include many pioneering, seldom-cited works. Graduate students and marketing professionals will find this a stimulating and practical work.
目次
Resurgence of Interest in Marketing Theory.
The Era of Turbulent Transition.
Framework for the Book.
Metatheory Criteria for the Evaluation of Theories.
NONINTERACTIVE-ECONOMIC SCHOOLS OF MARKETING.
The Commodity School of Thought.
The Functional School of Thought.
The Regional School of Thought.
INTERACTIVE-ECONOMIC SCHOOLS OF MARKETING.
The Institutional School of Thought.
The Functionalist School of Thought.
The Managerial School of Thought.
NONINTERACTIVE-NONECONOMIC SCHOOLS OF MARKETING.
The Buyer Behavior School of Thought.
The Activist School of Thought.
The Macromarketing School of Thought.
INTERACTIVE-NONECONOMIC SCHOOLS OF MARKETING.
The Organizational Dynamics School of Thought.
The Systems School of Thought.
The Social Exchange School of Thought.
WHAT WE HAVE LEARNED.
Is Marketing a Science or, at Best, a Standardized Art?
What Is, or Should Be, the Relationship between Marketing andSociety?
Is It Really Possible to Create a General Theory ofMarketing?
REFERENCES.
「Nielsen BookData」 より
