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Marketing Theory: Evolution and Evaluation
Abstract
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...
Paper Details
Title
Marketing Theory: Evolution and Evaluation
Published Date
Jan 1, 1990
Journal
Volume
54
Issue
1
Pages
138 - 138
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