Shelby D. Hunt

Marketing Theory

Foundations, Controversy, Strategy, and Resource-Advantage Theory

• Gebundenes Buch

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis Ltd
• Seitenzahl: 512
• Erscheinungstermin: 1. Februar 2010
• Englisch
• Abmessung: 265mm x 187mm x 37mm
• Gewicht: 1094g
• ISBN-13: 9780765623638
• ISBN-10: 0765623633
• Artikelnr.: 26816516

Autorenporträt

Shelby D. Hunt

Inhaltsangabe

Part 1 The Nature of Marketing and Science
Chapter 1 Introduction
Chapter 2 On the Marketing Discipline
Part 2 The Foundations of Marketing Theory
Chapter 3 On the Morphology of Explanation
Chapter 4 Explanation: Issues and Aspects
Chapter 5 On the Morphology of Scientific Laws
Chapter 6 Scientific Laws: Issues and Aspects
Chapter 7 On the Morphology of Theory
Chapter 8 Theory: Issues and Aspects
Part 3 Controversy in Marketing Theory
Chapter 9 On Scientific Realism and Marketing Research
Chapter 10 On Science/Nonscience, Qualitative Methods, and Marketing Research
Chapter 11 On Truth and Marketing Research
Chapter 12 On Objectivity and Marketing Research
Part 4 Toward a General Theory of Marketing
Chapter 13 On the Resource-Advantage (R-A) Theory of Competition
Chapter 14 Competition Theory, Alderson's Market Processes Theory, and R-A Theory
Chapter 15 Strategy and R-A Theory