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Journal of the Academy of Marketing Science

, Volume 2, Issue 4, pp 620–628 | Cite as

Marketing theory: A current status report

  • John K. Ryans
  • Willem Van't Spijker
  • J. Lawrence Bergin
Article

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.

Keywords

Marketing Market Theory American Market Association Marketing Theory Practical Orientation 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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References

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Copyright information

© The Academy of Marketing Science 1974

Authors and Affiliations

  • John K. Ryans
    • 1
  • Willem Van't Spijker
    • 1
  • J. Lawrence Bergin
    • 1
  1. 1.Kent State UniversityKentUSA

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