A suggested taxonomy for marketing thought: The case of lacking applied development and research in marketing |
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Authors: | Joseph J Vidali PhD |
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Institution: | (1) San Diego State University, San Diego, California, USA |
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Abstract: | An examination of marketing literature reveals a surpricing deficiency of articles discussing theoretical applications in
marketing. These deficiencies are largely in the area of specific, practical, everyday applied marketing. This article casts
the literature into an overall taxonomy of marketing thought and development, highlighting the deficiency. Then the article
discusses the deficiency positing reasons for its continued existence. It is thought that such a taxonomy might better help
marketers identify critical need areas that might well result in unusually productive findings and advances important to all
marketers.
EDITOR'S FOOT-NOTE: Reviewers have agreed that marketing has no Taxonomy and needs one, but that a full study and statement
would be a Herculean task. The paper published here is presented as a beginning and, as the author himself states, “in the
hope to stir controversy, debate, and effort.” |
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Keywords: | |
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