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.
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ISBN | 9780471635277 |
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Sprache | eng |
Cover | Kartonierter Einband (Kt) |
Verlag | John Wiley & Sons Inc |
Jahr | 19881005 |
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