Marketing theory: foundations, controversy, strategy, and resource-advantage theory
Auteur :
Hunt, Shelby D.
Éditeur :
Taylor & Francis Ltd
ISBN :
9780765623638
Date de publication :
15 mars 2010
Dimensions :
24,6 x 17,4 cm
Poids :
1065 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
Focuses on the marketing discipline's multiple stakeholders. This book articulates a philosophy of science-based 'tool kit' for developing and analyzing theories, law-like generalizations, and explanations in marketing science.