Marketing theory : evolution and evaluation of schools of marketing thought

"The first edition of Marketing Theory: Evolution and Evaluation was published in 1988 and was received very well by marketing scholars. It was also used as a textbook in doctoral seminars on marketing theory. The first edition's preface stated "This book is both a chronicle of the evolution of marketing thought and its metatheory evaluation as a discipline. The evolution of marketing thought over the past 75 years is both fascinating and impressive. Indeed, exploring the writings of early marketing scholars and wondering about the rationale behind their thinking has been as exciting and nerve-wracking as exploring the wonders of nature!" We have experienced the same excitement and wonder in updating the first edition. Over the last 30 years, marketing as a discipline has grown exponentially"--