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Marketing Theory by Jagdish N. Sheth, Paperback | Indigo Chapters
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Marketing Theory by Jagdish N. Sheth, Paperback | Indigo Chapters
From Jagdish N. Sheth
Current price: $205.95
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Size: 17.8 x 238.5 x 17.86
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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. | Marketing Theory by Jagdish N. Sheth, Paperback | Indigo Chapters