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.

New Dimensions and Updated Content

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.