{"product_id":"marketing-theory-by-jagdish-n-sheth-9781394310548","title":"Marketing Theory","description":"\u003cdiv class=\"book-description\"\u003e\n\u003cp\u003e\u003cb\u003ePresents a comprehensive and up-to-date account of the evolution and underlying rationale of marketing theories\u003c\/b\u003e\u003c\/p\u003e\n\n\u003cp\u003eMarketing is a dynamic discipline, subject to evolutionary changes over time. Over the years, many schools of marketing thought have enriched the discipline. Today, some of the schools are only found in history books, while others have transformed into new, modern schools of thought shaped by changing marketing contexts and the emergence of digital technology.\u003c\/p\u003e\n\n\u003cp\u003e\u003ci\u003eMarketing Theory\u003c\/i\u003e examines 16 schools of marketing thought that emerged, evolved, and dominated the marketing discipline over the course of a century. Written by a team of noted experts, this acclaimed book provides in-depth evaluations of each school—utilizing a rigorous metatheoretical framework based on scientific criteria such as syntax, semantics, and pragmatics.\u003c\/p\u003e\n\n\u003cp\u003eIn this new global expanded edition, \u003ci\u003eMarketing Theory\u003c\/i\u003e identifies four new schools of marketing thought that have emerged in the past 30 years, each with separate chapters devoted to their assessment. It remains a must-read book for doctoral students in marketing, as well as young scholars and practitioners who want to understand the rationale and theoretical tenets of the various schools and contextualize their role in developing contemporary marketing theory.\u003c\/p\u003e\n\n\u003cp\u003e\u003cb\u003eNew to this Edition:\u003c\/b\u003e\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eNew chapters on four new schools of marketing thought\u003c\/li\u003e\n  \u003cli\u003eNew content on contenders for a general theory of marketing: Market Orientation, Service-Dominant Logic, Rule of Three Theory, and Resource Advantage (R-A) Theory of Competition\u003c\/li\u003e\n  \u003cli\u003eNew and expanded coverage of Relationship Marketing, with greater emphasis on R-A Theory\u003c\/li\u003e\n  \u003cli\u003eNow includes insightful questions for analysis and advanced-level discussions for every chapter\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003e\u003cb\u003eWiley Advantage:\u003c\/b\u003e\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eCovers the main concepts and principles underlying marketing theory and practice\u003c\/li\u003e\n  \u003cli\u003eProvides a comprehensive typology for the 16 major schools of marketing thought\u003c\/li\u003e\n  \u003cli\u003eDescribes concepts and axioms useful in generating a practical theory of marketing\u003c\/li\u003e\n  \u003cli\u003eOffers a practical approach to marketing theory that generates a more realistic view of marketing issues\u003c\/li\u003e\n  \u003cli\u003eIllustrates how marketing problems have been solved in the real world of business by connecting theory to practice\u003c\/li\u003e\n  \u003cli\u003eIncludes extensive references throughout, including many pioneering yet lesser-known works\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e","brand":"Unknown","offers":[{"title":"Default Title","offer_id":47596886098156,"sku":"9781394310548","price":197.99,"currency_code":"NZD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0705\/7784\/8556\/files\/fb52bd316d9fde4676e6fb0ca7cda88e.jpg?v=1777955542","url":"https:\/\/bookhero.co.nz\/products\/marketing-theory-by-jagdish-n-sheth-9781394310548","provider":"Book Hero","version":"1.0","type":"link"}