Marketing theory: A current status report |
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Authors: | John K Ryans DBA Willem Van't Spijker MBA J Lawrence Bergin MBA |
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Institution: | (1) Kent State University, Kent, Ohio, USA |
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Abstract: | “Marketing Theory: A Current Status Report” presents the findings of a study conducted among a select group of marketing though
leaders. This study explored their attitudes regarding the present state of marketing theory and particularly their views
regarding the need for a general theory of marketing. Further, the question of whether academicians and practitioners have
differing views concerning the need for theory is examined, as is the question of the importance of practicality in research. |
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