Marketing Theory: Evolution and Evaluation

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.

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Inhaltsangabe

Resurgence of Interest in Marketing Theory.
The Era of Turbulent Transition.
Framework for the Book.
Metatheory Criteria for the Evaluation of Theories.
NONINTERACTIVE--ECONOMIC SCHOOLS OF MARKETING.
The Commodity School of Thought.
The Functional School of Thought.
The Regional School of Thought.
INTERACTIVE--ECONOMIC SCHOOLS OF MARKETING.
The Institutional School of Thought.
The Functionalist School of Thought.
The Managerial School of Thought.
NONINTERACTIVE--NONECONOMIC SCHOOLS OF MARKETING.
The Buyer Behavior School of Thought.
The Activist School of Thought.
The Macromarketing School of Thought.
INTERACTIVE--NONECONOMIC SCHOOLS OF MARKETING.
The Organizational Dynamics School of Thought.
The Systems School of Thought.
The Social Exchange School of Thought.
WHAT WE HAVE LEARNED.
Is Marketing a Science or, at Best, a Standardized Art?
What Is, or Should Be, the Relationship between Marketing and Society?
Is It Really Possible to Create a General Theory of Marketing?
REFERENCES.