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DC Field | Value | Language |
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dc.contributor.author | Mahesh N. Shankarmahesh | - |
dc.date.accessioned | 2024-02-27T06:24:18Z | - |
dc.date.available | 2024-02-27T06:24:18Z | - |
dc.date.issued | 1999 | - |
dc.identifier.uri | http://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/8040 | - |
dc.description.abstract | The pwpose of this paper is to attempt at developing a meta-theory of marketing primarily as a pedagogical exercise. Such a task will have to be undertaken with a sense of humility keeping in mind the ever-expanding scope and complexity of marketing. A meta-theory seeks to unify perspectives (Ryan and O' Shaughnessy 1980) and understand the totality and interactions of marketing (Kelley 1980). At the outset, a meta-theory will have to be distinguished from sub-theories the scope of which is limited to selected sub-activities of marketing. | - |
dc.publisher | American Marketing Association- Winter Educators Conference | - |
dc.title | Meta-Theory Development in Marketing | - |
dc.vol | Vol 10 | - |
Appears in Collections: | Articles to be qced |
Files in This Item:
File | Size | Format | |
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META-THEORY DEVELOPMENT IN MARKETING.pdf Restricted Access | 427.29 kB | Adobe PDF | View/Open Request a copy |
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