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/lp/emerald-publishing/the-quest-for-a-general-theory-of-the-marketing-system-3M13viEefO
- 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 Marketing – Emerald Publishing
Published: Nov 11, 2014