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Marketing theory: evolution and evaluation
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.
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 658.8 She m | PSB lt.dasar - Pascasarjana | 0 |
| Penerbit | New York: John Wiley & Sons 1988 |
|---|---|
| Edisi | - |
| Subjek | Marketing |
| ISBN/ISSN | 0471635278 |
| Klasifikasi | NONE |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |