Electronic Inspection Copy available for instructors here Building on the popularity of the first edition, published in 2000, the Second Edition brings together

Marketing Theory presents a comprehensive scholarly overview of the development of marketing theory. Drawing on a variety of international sources, the three ed

This thought-provoking book chronicles the evolution of marketing theories and the rationales behind them. The authors present a typology for the twelve schools

Bringing together the latest debates concerning the development of marketing theory, featuring original contributions from a selection of leading international

One of the true classics in Marketing is now thoroughly revised and updated. "Marketing Theory" is both evolutionary and revolutionary. As in earlier editions,