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Bestseller
BestsellerE-book
Author Hunt, Shelby D., author.

Title Marketing theory : foundations, controversy, strategy, resource-advantage theory / Shelby D. Hunt.

Publication Info. Abingdon, Oxon ; New York : Routledge, 2015.
©2010

Item Status

Description 1 online resource
Physical Medium polychrome
Description text file
Note Originally published: M.E. Sharpe, 2010.
Bibliography Includes bibliographical references and indexes.
Contents On the marketing discipline -- On the morphology of explanation -- Explanation : issues and aspects -- On the morphology of scientific laws -- Scientific laws : issues and aspects -- On the morphology of theory -- Theory : issues and aspects -- On scientific realism and marketing research -- On science/nonscience, qualitative methods, and marketing research -- On truth and marketing research -- On objectivity and marketing research -- On the resource-advantage (R-A) theory of competition -- Competition theory, Alderson's market processes theory, and R-A theory -- Strategy and R-A theory.
Summary 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 foundatio.
Local Note eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America
Subject Marketing.
Marketing.
Marketing research.
Marketing research.
Genre/Form Electronic books.
Other Form: Print version: Hunt, Shelby D. Marketing Theory: Foundations, Controversy, Strategy, and Resource-advantage Theory. Hoboken : Taylor and Francis, ©2014 9780765623638
ISBN 9781317465140 (electronic book)
1317465148 (electronic book)
9781315702537
1315702533
9781317465126
1317465121
9781317465133
131746513X
0765623633
9780765623638
9780765623638