Marketing Theory: Evolution and Evaluation of Schools of Marketing Thought

Name: Marketing Theory: Evolution and Evaluation of Schools of Marketing Thought
Brand: Wiley
SKU: 9789354641206
Price: 686.0 INR
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by Jagdish N. Sheth, Atul Parvatiyar, Can Uslay

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ISBN13: 9789354641206
Binding: Paperback
Subject: N/A
Publisher: Wiley
Publisher Imprint: Wiley
Publication Date: June 22, 2022
Pages: 300
Original Price: INR 879.0
Language: English
Edition: N/A
Item Weight: 500 grams
BISAC Subject(s): N/A

About The Book

The discipline of marketing has grown exponentially in recent years. Its evolution over the past century is both fascinating and impressive. Along this journey, many schools of marketing thought emerged and enriched the discipline. However, several of these schools of thought are now a part of the history books. Yet, others have morphed into new schools of thought shaped by the changing marketing context and the emergence of digital technology. This is a must-read book for doctoral students in marketing, and young scholars and practitioners who would like to learn about the rationale and theoretical tenets of the various schools of marketing thought and how they contributed to the contemporary and current premise for developing marketing theory. ·Non-Interactive Economic Schools of Marketing ·Interactive Economic Schools of Marketing ·Non-Interactive - Non-Economic Schools of Marketing ·Interactive-Non-Economic Schools of Marketing ·What We Have Learned ·Marketing Strategy School of Thought ·International Marketing School of Thought ·Services Marketing School of Thought ·Relationship Marketing School of Thought

About The Author

Jagdish N. Sheth is the Charles H. Kellstadt Professor of Business, Goizueta Business School, Emory University. He is globally known for his scholarly contributions in consumer behavior, relationship marketing, competitive strategy, and geopolitical analysis. Over 50 years of experience in teaching and research at University of Southern California, University of Illinois at Urbana-Champaign, Columbia University, MIT, and Emory. Atul Parvatiyar is Professor of Practice in Marketing and Supply Chain Management and Director of the Center for Sales and Customer Relationship Excellence at the Rawls College of Business Administration, Texas Tech University. His areas of expertise include relationship marketing, CRM, global marketing, marketing theory, retailer- vendor relationships, and sustainable business practices. Can Uslay is Professor of Marketing and Vice Dean for Academic Programs and Innovations for Rutgers Business School at Newark and New Brunswick, New Jersey. His research interests lie broadly within marketing strategy and theory construction. He is a recipient of the Chancellor’s Award, the Valerie Scudder Award, MAACBA Teaching Innovation Award, U. Michigan WDI Global Case Writing Competition Award, and several Dean’s awards for outstanding scholarship, teaching, and service.

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