【2010】Marketing Theory: Foundations, Controversy, Strategy, and Resource-advantage Theory

Book 图书名称：Marketing Theory: Foundations, Controversy, Strategy, and Resource-advantage Theory
Author 作者： Shelby D. Hunt
Publisher 出版社：Routledge
Page 页数：464
Publishing Date 出版时间：Mar, 2010
Language 语言：English
Size 大小：2 MB
Format 格式：pdf文字版
ISBN: 0765623633, 9780765623638
Edition: 第1版搜索过论坛，没有该文档


One of the true classics in Marketing is now thoroughly revised and updated. "Marketing Theory" is both evolutionary and revolutionary. As in earlier editions, Shelby Hunt focuses on the marketing discipline's multiple stakeholders. He articulates a philosophy of science-based 'tool kit' for developing and analyzing theories, law-like generalizations, and explanations in marketing science. Hunt adds a new dimension to the book, however, by developing arguments for the position that Resource-Advantage Theory provides the foundation for a general theory of marketing and a theoretical foundation for business and marketing strategy. Also new to this edition are four chapters adapted and updated from Hunt's "Controversy in Marketing Theory" that analyze the 'philosophy debates' within the field, including controversies with respect to scientific realism, qualitative methods, truth, and objectivity.

== Table of contents ==
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