Purpose – The purpose of this paper is to evaluate whether there is significant agreement on what constitutes the essential elements for building a general theory of the marketing system. Design/methodology/approach – The method is an historical review of the various concepts, elements, sub-theories, axioms, components, explananda and ingredients proposed by marketing scholars over the past half century who contributed to the development of a general theory of the marketing system. Findings – The main finding is that despite the diversity of terms and concepts found in the marketing literature, there is considerable agreement on the essential elements necessary to build a general theory. Originality/value – The value of this work is in assembling and organizing the various concepts, elements, sub-theories, axioms, components, explananda and ingredients of a general theory. Scholars are encouraged to examine the pieces and re-join the quest to construct and empirically test a general theory of the marketing system.
Journal of Historical Research in Marketing – Emerald Publishing
Published: Nov 11, 2014
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera