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This is a thoroughly revised and updated edition of Shelby Hunt's classic text on marketing theory. Like its predecessors, this new edition presents a theory of marketing that focuses on the discipline's multiple stakeholders. It develops a practical tool kit based on the philosophy of science for developing and analyzing theories.
But this edition breaks new ground with a new focus on the concept that resource-advantage theory provides the foundation for a general theory of marketing. Both evolutionary and revolutionary, this new edition of this best selling work is an essential primary text for courses and seminars on marketing theory as well as marketing research and management theory.
But this edition breaks new ground with a new focus on the concept that resource-advantage theory provides the foundation for a general theory of marketing. Both evolutionary and revolutionary, this new edition of this best selling work is an essential primary text for courses and seminars on marketing theory as well as marketing research and management theory.
目次
★專業用書，無法提供教師贈書，敬請見諒。(教科用書除外)Ch.1 Introduction Ch.2 On the Marketing Discipline Ch.3 The Morphology of Explanation Ch.4 Explanation: Issues and Aspects Ch.5 The Morphology of Scientific Laws Ch.6 Scientific Laws: Issues and Aspects Ch.7 The Morphology of Theory Ch.8 Theory: Issues and Aspects Ch.9 Toward a General Theory of Marketing
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