ME Sharpe Professor

One of the true classic texts in Marketing is now thoroughly revised and updated.

The text is both evolutionary and revolutionary. As in earlier editions, Hunt focuses on the marketing discipline’s multiple stakeholders. He articulates a philosophy of a science-based “tool kit” for developing and analyzing theories, law-like generalizations, and explanations in marketing science. Hunt adds a new dimension to the text, 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 Hunt’s Controversy in Marketing Theory that analyze the “philosophy debates” within the field, including controversies with respect to scientific realism, qualitative methods, truth, and objectivity. All this restores Marketing Theory as the best single-source, comprehensive text for courses and seminars on the subject.

"Provides students the foundation to think critically and debate concepts shaping the present and future direction of the Marketing Discipline. This book is also a testimonial to the contributions Shelby Hunt has made to Marketing Thought. The issues addressed provide students a great deal to contemplate as they prepare to move the discipline forward and relate theoretical contributions to teaching and business and marketing strategy." — Jule Gassenheimer, Rollins College (*)