Detail Marketing theory : foundations, controversy, strategy, resource-advantage theory Bibliografi Author: Hunt, Shelby D. Topik: Marketing; Marketing research Bahasa: (EN )    ISBN: 978-0-7656-2363-8     Penerbit: Routledge     Tempat Terbit: New York    Tahun Terbit: 2015     Jenis: Books - Textbook Fulltext: MTFCSRAT.pdf (2.37MB; 9 download) Abstract 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. Kajian editorial ByMBA Studenton October 11, 2014*** This book isn't about Marketing Theory, but is all about what a theory is and the philosophies behind and the criteria needed to develop a theory. If you are truly looking for theories about Marketing - this is not your book. Mr. Hunt is a very academic writer who is seemingly focused on those doing research and not the general public or business student looking for a clear and concise discussion on actual marketing theory and how to apply it. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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