Chapter 2: A Normative Theory of Marketing Practice


Chapter 2

A Normative Theory of Marketing Practice provides a normative framework for marketing practice theory. This is based on the assumption that the task of marketing practice is to create and retain positive market behavior. Because market activity is not always positive, it is necessary to assess where and how market predispositions are imbalanced.


Book Information

Pages: 14
Published: 1987
New Copyright: 2011
ISBN: 9781613110669
Categories:, ,

Author information

Jagdish N. Sheth Jagdish N. Sheth

Dr. Jagdish (Jag) N. Sheth is the Charles H. Kellstadt Professor of Marketing in the Goizueta Business School at Emory University. Prior positions include the University of Southern California, the University of Illinois, the faculty of Columbia University and the Massachusetts Institute of Technology. Dr. Sheth is well known for his scholarly contributions in consumer behavior, relationship marketing, competitive strategy and geopolitical analysis.


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