The sources of marketing theory
- 68 Downloads
In the preceding chapter we were concerned primarily with defining the nature and function of theory in order to justify our view that a theoretical foundation is essential to the development of any body of knowledge. Further, we endeavoured to show that improvement in practice is dependent upon the development of such a body of knowledge which, in turn, would seem to proceed most effectively when based upon a scientific approach. In this chapter we turn our attention to an examination of the progress made towards the evolution of theory in marketing.
Unable to display preview. Download preview PDF.
Notes and references
- 11.Alderson in R. J. Lawrence and M. J. Thomas, Modern Marketing Management (Harmondsworth: Penguin, 1971) p. 64.Google Scholar
- 12.W. Wentz, Marketing (St Paul, Minnesota: West Publishing Co., 1979) p. 5.Google Scholar
- 14.L. M. Dawson, ‘The Human Concept: New Philosophy for Business’, in Marketing Concepts, Issues and Viewpoints, ed. D. L. Kurtz (Morristown: D. H. Mark, 1972) p. 16.Google Scholar
- 15.J. T. Rothe and L. Benson, ‘Intelligent Consumption: An Alternative to the Marketing Concept’, MSU Business Topics (Winter 1974) pp. 29–34.Google Scholar
- 17.D. Harvey, Explanation in Geography (London: Edward Arnold, 1969).Google Scholar
- 18.M. Bunge, Scientific Research: The Search for System (Berlin: Springer-Verlag, 1967).Google Scholar