Marketing Theory - Hunt, Shelby D.; Publishers, Vibrant
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Dive into the essential foundations of marketing with Marketing Theory: The Nature and Scope of Marketing by Shelby D. Hunt. This insightful book explores the theoretical underpinnings of marketing, examining its key functions, societal impacts, and future directions. Known for his rigorous research and thought-provoking analysis, Hunt delves into the core aspects of marketing theory-its purpose, limits, and application across industries. The book challenges readers to think critically about the dynamic relationship between marketing and the market economy, spotlighting concepts like consumer…mehr

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Produktbeschreibung
Dive into the essential foundations of marketing with Marketing Theory: The Nature and Scope of Marketing by Shelby D. Hunt. This insightful book explores the theoretical underpinnings of marketing, examining its key functions, societal impacts, and future directions. Known for his rigorous research and thought-provoking analysis, Hunt delves into the core aspects of marketing theory-its purpose, limits, and application across industries. The book challenges readers to think critically about the dynamic relationship between marketing and the market economy, spotlighting concepts like consumer behavior, market structure, and the role of marketing in social development. Whether you're an academic, a student, or a professional seeking a deeper understanding of marketing principles, this book offers comprehensive insights into the field's evolution and enduring importance. Marketing Theory invites readers to engage with marketing as a discipline that not only drives business success but also shapes societal norms and values. Equip yourself with the knowledge to navigate and influence the ever-evolving marketing landscape.
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Autorenporträt
SHELBY D. HUNT Late Shelby D. Hunt was the Jerry S. Rawls and P.W. Horn Professor of Marketing at the Rawls College of Business, Texas Tech University, Lubbock, Texas, USA. A past editor of the Journal of Marketing (1985-87), he was the author of numerous books, including Foundations of Marketing Theory: Toward a General Theory of Marketing (2002), Controversy in Marketing Theory: For Reason, Realism, Truth, and Objectivity (2003), and A General Theory of Competition: Resources, Competences, Productivity, Economic Growth (2000). One of the 250 most frequently cited researchers in economics and business (Thomson-ISI), he wrote numerous articles on competitive theory, strategy, macromarketing, ethics, relationship marketing, channels of distribution, philosophy of science, and marketing theory. Three of his Journal of Marketing articles won the Harold H. Maynard Award for the "best article on marketing theory." His 1994 Journal of Marketing article "Commitment and Trust," with Robert M. Morgan, was the most highly cited article in economics and business in the 1993-2003 decade (Thomson-ISI). For his contributions to theory and science in marketing, he received multiple other distinguished awards.