Sheth, Jagdish N. <br/><br/>
Marketing theory :  Classic and contemporary readings / 
Jagdish N. Sheth, Dennis E. Garrett. 
 - Cincinnati, Ohio :  South-Western Publ. Co. ,  1986. 
 - 872 p. 
<br/><br/><label>ISBN: </label>0-538-19253-4 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing
<br/><br/><label>Subjects--Index Terms: </label>Commodity school Consumer buyer behavior school General theories of marketing Generic concept History of marketing thought Institutional structure school Interorganizational behavior school Marketing thought Nature and scope of marketing Requirements for theory in marketing