Marketing Theory: Foundations, Controversy, Strategy, Resource

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Marketing Theory: Foundations, Controversy, Strategy, Resource - Advantage Theory
enlarge	Author: Shelby D. Hunt Publisher: M.E. Sharpe Category: Book List Price: ~~$109.95~~ Buy New: $85.27 as of 9/9/2010 02:24 CDT details You Save: $24.68 (22%) Qty In Stock New (5) Used (4) from $80.00 Seller: Amazon.com Sales Rank: 247100 Media: Hardcover Pages: 490 Number Of Items: 1 Shipping Weight (lbs): 2.1 Dimensions (in): 10.1 x 7.1 x 1.2 ISBN: 0765623633 Dewey Decimal Number: 658.8001 EAN: 9780765623638 ASIN: 0765623633 Publication Date: January 31, 2010 Availability: Usually ships in 24 hours


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Editorial Reviews: Product Description One of the true classics in Marketing is now thoroughly revised and updated. "Marketing Theory" is both evolutionary and revolutionary. As in earlier editions, Shelby Hunt focuses on the marketing discipline's multiple stakeholders. He articulates a philosophy of science-based 'tool kit' for developing and analyzing theories, law-like generalizations, and explanations in marketing science. Hunt adds a new dimension to the book, however, by developing arguments for the position that Resource-Advantage Theory provides the foundation for a general theory of marketing and a theoretical foundation for business and marketing strategy. Also new to this edition are four chapters adapted and updated from Hunt's "Controversy in Marketing Theory" that analyze the 'philosophy debates' within the field, including controversies with respect to scientific realism, qualitative methods, truth, and objectivity.