Marketing Theory: Evolution and Evaluation

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...