Legends in Marketing: Shelby Hunt

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The Legends in Marketing series captures the essence of the most important contributions made in the field of marketing in the past 100 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, Dr. Hunt is one of the most cited scholars of marketing. Volume 1: Marketing Theory: The Nature and Scope of Marketing Edited by: Paul Busch, Mays Business School, Texas A&M University, Texas, USA Volume 2: Marketing Theory: Philosophy of Science Foundations of Marketing Edited by: Jagdip Singh, School of Management, Case Western Reserve University, Ohio, USA Volume 3: Marketing Theory: Philosophy of Science Controversies in Marketing Edited by: Roy Howell, Rawls College of Business, Texas Tech University, USA Volume4: Channels of Distribution Edited by: James R. Brown, College of Business & Economics, West Virginia University, West Virginia, USA Volume 5: Macromarketing, Ethics and Social Responsibility: The Development Period Edited by: Scott J. Vitell, School of Business Administration, University of Mississippi, Oxford, USA Volume 6: Macromarketing, Ethics and Social Responsibility: The Research Transition Period Edited by: John R. Sparks, University of Dayton School, College Park Dayton, USA Volume 7: Marketing Management and Strategy Edited by: Rajan Varadarajan, College of Business Administration and Graduate School of Business, Texas A&M University, Texas, USA Volume 8: Relationship Marketing Edited by: Robert M. Morgan, University of Alabama, Tuscaloosa, USA Volume 9: Resource-Advantage Theory: The Development Period Edited by: O. C. Ferrell, University of New Mexico, New Mexico, USA Volume 10: Resource Advantage Theory: The Research Tradition Period Edited by: Dennis B. Arnett, Rawls College of Business, Texas Tech University, Texas, USA