{"product_id":"marketing-theory-evolution-and-evaluation-9780471635277","title":"Marketing Theory: Evolution and Evaluation","description":"\u003cp\u003e • Author(s): Jagdish N. Sheth\u003cbr\u003e • Publisher: Wiley\u003cbr\u003e • Publisher Imprint: Wiley\u003cbr\u003e • BISAC: Marketing - General\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThis 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.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Paperback","offer_id":45201409704087,"sku":"9780471635277","price":22532.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9780471635277.webp?v=1767307328","url":"https:\/\/atlanticbooks.com\/products\/marketing-theory-evolution-and-evaluation-9780471635277","provider":"Atlantic Books","version":"1.0","type":"link"}