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Marketing Theory
Presents a comprehensive and up-to-date account of the evolution and underlying rationale of marketing theories Marketing is a dynamic discipline, subject to evolutionary changes over time. Over the years, many schools of marketing thought have enriched the discipline. Today, some of the schools are only found in history books, while others have transformed into new, modern schools of thought shaped by changing marketing contexts and the emergence of digital technology. Marketing Theory examines 16 schools of marketing thought that emerged, evolved, and dominated the marketing discipline over the course of a century. Written by a team of noted experts, this acclaimed book provides in-depth e...
Harvard Business School Core Collection, 1998
This guide lists approximately 3,500 books -- recent titles of general interest to the business reader that Harvard Business School faculty, researchers, and students consider central to their work. Revised and updated annually, it includes the full bibliographic record for each book and features an appendix of publishers' addresses as well as indexes by title, author, core classics, and notable books.
