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Marketing theory: A current status report

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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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Authors and Affiliations

  1. Kent State University, Kent, Ohio, USA

    John K. Ryans D.B.A., Willem Van't Spijker M.B.A. & J. Lawrence Bergin M.B.A.

Authors
  1. John K. Ryans D.B.A.
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  2. Willem Van't Spijker M.B.A.
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  3. J. Lawrence Bergin M.B.A.
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Ryans, J.K., Van't Spijker, W. & Bergin, J.L. Marketing theory: A current status report. JAMS 2, 620–628 (1974). https://doi.org/10.1007/BF02729455

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  • DOI: https://doi.org/10.1007/BF02729455

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