Marketing Theory: Evolution and Evaluation

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 exa...