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 examines 16 schools of marketing thought that emerged, evolved, and dominated the marketing discipline over the course of a century. Written by a team of noted experts, this acclaimed book provides in-depth evaluations of each school―utilizing a rigorous metatheoretical framework based on scientific criteria such as syntax, semantics, and pragmatics.

In this new global expanded edition, Marketing Theory identifies four new schools of marketing thought that have emerged in the past 30 years, each with separate chapters devoted to their assessment. It remains a must-read book for doctoral students in marketing, as well as young scholars and practitioners who want to understand the rationale and theoretical tenets of the various schools and contextualize their role in developing contemporary marketing theory.

New to this Edition:

• New chapters on four new schools of marketing thought
• New content on contenders for a general theory of marketing: Market Orientation, Service-Dominant Logic, Rule of Three Theory, and Resource Advantage (R-A) Theory of Competition
• New and expanded coverage of Relationship Marketing, with greater emphasis on R-A Theory
• Now includes insightful questions for analysis and advanced-level discussions for every chapter

Wiley Advantage:

• Covers the main concepts and principles underlying marketing theory and practice
• Provides a comprehensive typology for the 16 major schools of marketing thought
• Describes concepts and axioms useful in generating a practical theory of marketing.
• Offers a practical approach to marketing theory that generates a more realistic view of marketing issues
• Illustrates how marketing problems have been solved in the real world of business by connecting theory to practice
• Includes extensive references throughout, including many pioneering yet lesser-known works

Jagdish N. Sheth is the Charles H. Kellstadt Professor of Business, Goizueta Business School, Emory University. He is globally known for his scholarly contributions in consumer behavior, relationship marketing, competitive strategy, and geopolitical analysis. Over 50 years of experience in teaching and research at University of Southern California, University of Illinois at Urbana-Champaign, Columbia University, MIT, and Emory. He has been advisor to numerous corporations all over the world. He has authored or coauthored more than 350 papers and numerous books. Dr. Sheth is a recipient of the 2020 Padma Bhushan Award for literature and education, one of the highest civilian awards given by the Government of India. He is a Fellow of the Academy of International Business (AIB); the Association of Consumer Research (ACR); the American Psychological Association (APA); and the American Marketing Association (AMA). He is a Distinguished Fellow of the Academy of Marketing Science (AMS) and the International Engineering Consortium. He is the recipient of all four top awards given by the American Marketing Association (AMA). Additionally, he received the Global Innovation Award and Marion Creekmore Award, both from Emory University.

Atul Parvatiyar is Professor of Practice in Marketing and Supply Chain Management and Director of the Center for Sales and Customer Relationship Excellence at the Rawls College of Business Administration, Texas Tech University. His areas of expertise include relationship marketing, CRM, global marketing, marketing theory, retailer- vendor relationships, and sustainable business practices. His articles are published in AMS Review, Journal of the Academy of Marketing Science, Journal of Business Research, Journal of Macromarketing, International Marketing Review, International Business Review, Journal of Marketing Channels, Journal of Economic Sociology, and other journals and books. He is a co-editor of Legends in Marketing Series with Dr. Sheth, and his previously published/edited books include the Handbook on Relationship Marketing and the Handbook on Advances in Marketing in an Era of Disruptions. He has more than 15 years of international entrepreneurial experience and has consulted for numerous Fortune 500 companies. He has also won several teaching awards and recognitions.

Can Uslay (MBA and Ph.D., Georgia Institute of Technology) is Professor of Marketing and Vice Dean for Academic Programs and Innovations for Rutgers Business School at Newark and New Brunswick, New Jersey. His research interests lie broadly within marketing strategy and theory construction. He is a recipient of the Chancellor's Award, the Valerie Scudder Award, MAACBA Teaching Innovation Award, U. Michigan WDI Global Case Writing Competition Award, and several Dean's awards for outstanding scholarship, teaching, and service.