1st Edition
Marketing Theory Foundations, Controversy, Strategy, and Resource-advantage Theory
By Shelby D. Hunt
Copyright 2010
512 Pages
by
Routledge
464 Pages
by
Routledge
Also available as eBook on:
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... Read more
Preface; PART 1. THE NATURE OF MARKETING AND SCIENCE; 1. Introduction; 2. On the Marketing Discipline; PART 2. THE FOUNDATIONS OF MARKETING THEORY; 3. On the Morphology of Explanation; 4. Explanation: Issues and Aspects; 5. On the Morphology of Scientific Laws; 6. Scientific Laws: Issues and Aspects; 7. On the Morphology of Theory; 8. Theory: Issues and Aspects; PART 3. CONTROVERSY IN MARKETING THEORY; 9. On Scientific Realism and Marketing Research; 10. On Science/Nonscience, Qualitative Methods, and Marketing Research; 11. On Truth and Marketing Research; 12. On Objectivity and Marketing Research; PART 4. TOWARD A GENERAL THEORY OF MARKETING; 13. The R-A Theory Research Program; 14. Competition Theory, Alderson's Market Processes Theory, and R-A Theory; 15. Strategy and R-A Theory; References; Name Index; Subject Index; About the Author.
Biography
Shelby D. Hunt
