Describes the major influences directing the growth and development of marketing theory. Assesses the relative value of holistic and piecemeal approaches to this theory. Suggests that the most important advances in marketing management will stem from development of models of the market,...

In the last few years there has emerged a strongly held view that the ultimate purpose of the firm is to maximize shareholder value, that is the long run worth of the business to its owners. Many influences clearly impact upon shareholder value, but there is a growing recognition that the supply...