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Journal of the Academy of Marketing Science Fall 1977, Vol. 5, No. 4, 315-326 Is All Social Exchange Marketing?: A Reply Richard P. Bagozzi, Ph.D. University of Cafifornia The state of contemporary marketing theory is one of variety and diversification. On-the one hand, the various sub-areas in the discipline----advertising, consumer behavior, channels of distribution, etc.----have spawned a multitude of small theories; i.e., hypotheses and propositions that attempt to expalin sharply delimited phenomena (e.g., brand loyalty). While on the other hand, some marketing scholars have espoused grand theories; i.e., all-inclusive schemes for depicting marketing as a component of the larger social system (e.g., Alderson's functionalism or Lazer's "systems" approach). The effects of these developments on marketing thought have been mixed. The numerous small theories have done much to stimulate research and inject a sense of vitality in the discipline. They have also played a leading role in giving marketing status as a young science. Nevertheless, the proliferation of small theories has obscured the image of the subject matter and boundaries of the discipline. Grand theories have provided some coherence and at least a sense of what the discipline is about. However, in substance, they have proved to be little more
Journal of the Academy of Marketing Science – Springer Journals
Published: Sep 1, 1977
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