Marketing Theory Evolution and Evaluation [Paperback]

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. They also develop a list of concepts and axioms useful in generating a practical theory of marketing. References are extensive and include many pioneering, seldom-cited works. Graduate students and marketing professionals will find this a stimulating and practical work.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 andSociety?

Is It Really Possible to Create a General Theory ofMarketing?&llÓ%