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Marketing theory: foundations, controversy, strategy, resource-advantage theory

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This edition adds new dimensions and depths to the book in three ways. First, by incorporating an analysis of the controversy concering the definition of marketing, Hunt more completely develops the thesis that marketing is a professional discipline that has multiple stakeholders.
Second,four new chapters are added and adapted from Hunt's Controversy in Marketing Theory. These chapters analyze the "philosophy debates" within the field,including the controversies with respect to scientific realism,qualitative methods,truth,and objectivity.
Third,in addition to developing detailed arguments that resource-advantage (R-A) theory provides the foundation for a general theory of marketing, Marketing Theory shows how R-A theory integrates the highly fragmented marketing and strategy literatures,thus providing a rigorous framework for researching and teaching business and marketing strategy.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

658.800 1 HUN m

Penerbit

London : M.E. Sharpe., 2010

Deskripsi Fisik

xvii, 490 p. : ill. ; 26 cm.

Bahasa

English

ISBN/ISSN

978-0-7656-2363-8

Klasifikasi

658.800 1

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MARKETING
MARKETING RESEARCH

Info Detail Spesifik

Bibliography: p. 433-470. Index: p. 471-490.

Pernyataan Tanggungjawab

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Versi lain/terkait

Lampiran Berkas

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