3 Review(s)

The Legends in Marketing series captures the essence of the most important contributions made in the field of marketing in the past hundred years. It reproduces the seminal works of the legends in the field, which is supplemented by interviews of these legends as well as by the opinions of other scholars about their work. The series comprises various sets, each focused on the multiple ways in which a legend has contributed to the field. This second set in the series, consisting of 10 volumes, is a tribute to Shelby D Hunt Known for his pioneering work in the application of theory and philosophy of science in marketing, Professor Hunt is one of the most cited scholars of marketing. His book, Foundations of Marketing Theory: Toward a General Theory of Marketing, is considered to be a classic. This set includes: Volume 1: Marketing Theory: The Nature and Scope of Marketing Editor: Paul Busch Volume 2: Marketing Theory: Philosophy of Science Foundations of Marketing Editor: Jagdip Singh Volume 3: Marketing Theory: Philosophy of Science Controversies in Marketing Editor: Roy D Howell Volume 4: Channels of Distribution Editor: James R Brown Volume 5: Macromarketing, Ethics, and Social Responsibility: The Development Period Editor: Scott J Vitell Volume 6: Macromarketing, Ethics, and Social Responsibility: The Research Tradition Period Editor: John R Sparks Volume 7: Marketing Management and Strategy Editor: Rajan Varadarajan Volume 8: Relationship Marketing Editor: Robert M Morgan Volume 9: Resource-Advantage Theory: The Development Period Editor: O C Ferrell Volume 10: Resource-Advantage Theory: The Research Tradition Period Editor: Dennis B Arnett