Marketing Theory: The Philosophy of Marketing Science (The Irwin series in marketing)

Hunt, Shelby D
ISBN:
9780256028478

This monograph is designed to serve as the major text in marketing theory courses. Instructors will find it desirable to supplement it with articles by marketing theorists in the major substantive areas in marketing. The monograph can also provide a conceptual foundation for graduate-level marketing research courses and seminars. Instructors who have used prepublication drafts have indicated that the questions at the end of each chapter serve as useful springboards for class discussion. marketing practitioners who have a serious interest in research will also find this monograph valuable. However, be advised that it is no cookbook.

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