General Theories and the Fundamental Explananda of Marketing
- 1 September 1983
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 47 (4) , 9-17
- https://doi.org/10.1177/002224298304700402
Abstract
Is a general theory of marketing possible? If so, what would it look like? This article (1) briefly examines the nature of theory in marketing, (2) explores the characteristics of general theories in the philosophy of science, (3) proposes what a general theory of marketing would attempt to explain and predict, (4) delineates the structure of general theories, both in and of marketing, and (5) evaluates the status of general theories in/of marketing.Keywords
This publication has 32 references indexed in Scilit:
- The Political Economy of Marketing Systems: Reviving the Institutional ApproachJournal of Macromarketing, 1981
- Promotional Effects on a High-versus Low-Involvement ElectorateJournal of Consumer Research, 1978
- The Nature and Scope of MarketingJournal of Marketing, 1976
- A Generic Concept of MarketingJournal of Marketing, 1972
- Social Marketing: An Approach to Planned Social ChangeJournal of Marketing, 1971
- The Morphology of Theory and the General Theory of MarketingJournal of Marketing, 1971
- Broadening the Concept of MarketingJournal of Marketing, 1969
- The Impact of Television Advertising: Learning Without InvolvementPublic Opinion Quarterly, 1965
- A Model for Predictive Measurements of Advertising EffectivenessJournal of Marketing, 1961
- The Structure of ScienceAmerican Journal of Physics, 1961