 
Marketing Theory: Evolution and Evaluation
ISBN: 978-0-471-63527-7
Paperback
256 pages
August 1988, ©1988
US $136.95
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Resurgence of Interest in Marketing Theory.
The Era of Turbulent Transition.
Framework for the Book.
Metatheory Criteria for the Evaluation of Theories.
NONINTERACTIVE-ECONOMIC SCHOOLS OF MARKETING.
The Commodity School of Thought.
The Functional School of Thought.
The Regional School of Thought.
INTERACTIVE-ECONOMIC SCHOOLS OF MARKETING.
The Institutional School of Thought.
The Functionalist School of Thought.
The Managerial School of Thought.
NONINTERACTIVE-NONECONOMIC SCHOOLS OF MARKETING.
The Buyer Behavior School of Thought.
The Activist School of Thought.
The Macromarketing School of Thought.
INTERACTIVE-NONECONOMIC SCHOOLS OF MARKETING.
The Organizational Dynamics School of Thought.
The Systems School of Thought.
The Social Exchange School of Thought.
WHAT WE HAVE LEARNED.
Is Marketing a Science or, at Best, a Standardized Art?
What Is, or Should Be, the Relationship between Marketing and Society?
Is It Really Possible to Create a General Theory of Marketing?
REFERENCES.
The Era of Turbulent Transition.
Framework for the Book.
Metatheory Criteria for the Evaluation of Theories.
NONINTERACTIVE-ECONOMIC SCHOOLS OF MARKETING.
The Commodity School of Thought.
The Functional School of Thought.
The Regional School of Thought.
INTERACTIVE-ECONOMIC SCHOOLS OF MARKETING.
The Institutional School of Thought.
The Functionalist School of Thought.
The Managerial School of Thought.
NONINTERACTIVE-NONECONOMIC SCHOOLS OF MARKETING.
The Buyer Behavior School of Thought.
The Activist School of Thought.
The Macromarketing School of Thought.
INTERACTIVE-NONECONOMIC SCHOOLS OF MARKETING.
The Organizational Dynamics School of Thought.
The Systems School of Thought.
The Social Exchange School of Thought.
WHAT WE HAVE LEARNED.
Is Marketing a Science or, at Best, a Standardized Art?
What Is, or Should Be, the Relationship between Marketing and Society?
Is It Really Possible to Create a General Theory of Marketing?
REFERENCES.
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