MARKETING THEORY

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 disciplines 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 Hunts Controversy in Marketing Theory that analyze the philosophy debates within the field including controversies with respect to scientific realism qualitative methods truth and objectivity.