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The quest for a general theory of the marketing system

The quest for a general theory of the marketing system 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Historical Research in Marketing Emerald Publishing

The quest for a general theory of the marketing system

Journal of Historical Research in Marketing , Volume 6 (4): 15 – Nov 11, 2014

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1755-750X
DOI
10.1108/JHRM-07-2013-0041
Publisher site
See Article on Publisher Site

Abstract

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

Journal of Historical Research in MarketingEmerald Publishing

Published: Nov 11, 2014

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