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Marketing Theory: Foundations, Controversy, Strategy, and Resource-advantage Theory, by Shelby D. Hunt
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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 discipline's 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 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.
- Sales Rank: #654288 in Books
- Brand: Brand: M.E.Sharpe
- Published on: 2010-01-15
- Original language: English
- Number of items: 1
- Dimensions: 10.00" h x 1.20" w x 7.10" l, 2.35 pounds
- Binding: Hardcover
- 464 pages
- Used Book in Good Condition
Most helpful customer reviews
3 of 3 people found the following review helpful.
It's time to use a theory based on reality, not perfection.
By Robert W.
Too often in undergrad and MBA classes, as well as consultant presentations, the neoclassical theory of competition rears its perfect head. With all its assumptions of perfect homogeneous demand and the free and perfect dissemination of information for all. Bearing little to no resemblance to reality, no wonders so many practitioner, aka business people, think academia lives in an ivory tower.
The Resource-Advantage Theory of Competition created by Hunt and Morgan is the answer. Pragmatic, realistic and comprehensive, the Resource Advantage Theory of Competition not only addresses the multiple short comings of the neoclassical theory, it effectively explains the truth of other key marketing concepts such as Service-Dominant Logic and the Resource Based View of the Firm.
Its tenants are testable and when exposed to it makes sense both on an academic and practitioner level. Perhaps, the highest compliment of all, when it's explained clearly one of the response you're most likely to hear is, "Well, that makes sense."
This is a great book to read alongside The Service-Dominant Logic of Marketing: Dialog, Debate, And Directions.
3 of 4 people found the following review helpful.
This title is misleading
By MBA Student
This book isn't about Marketing Theory, but is all about what a theory is and the philosophies behind and the criteria needed to develop a theory. If you are truly looking for theories about Marketing - this is not your book. Mr. Hunt is a very academic writer who is seemingly focused on those doing research and not the general public or business student looking for a clear and concise discussion on actual marketing theory and how to apply it.
0 of 0 people found the following review helpful.
Thank you Prof. Hunt
By Hamdy Ahmed Eldahan
This book is one of the most fantastic books on Marketing I have ever read. The sheer level of knowledge and detail on the theories and concepts of Marketing is absolutely incredible. Before reading this book, I had a hard time understanding exactly what marketing was other than the 4Ps and other arbitrary marketing concepts. After looking at the 3-Dichotomous Model and Resource-Advantage Theory, marketing has suddenly become so much clearer. Thank you Prof. Hunt for all of your work and effort into making one of my favorite books of all time. I know I will be coming back again and again to this book as my chief reference of Marketing theory.
If you want to know, in short what this book is and to whom it is for, this book is mostly not for professionals nor undergraduates. This is one o the most advanced books on marketing you will ever find and you will find it mostly useful in writing research papers, theses, and any other academic work on marketing. If however, you are a graduate student of marketing, this book is an absolute must have; your thesis will thank for it.
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