Marketing pp 26-40 | Cite as

The Sources of Marketing Theory

  • Michael J. Baker
Part of the Macmillan Studies in Marketing Management book series (STMM)


In the preceding chapter we were concerned primarily with defining the nature and function of theory in order to justify our view that a theoretical foundation is essential to the development of any body of knowledge. Further, we endeavoured to show that improvement in practice is dependent upon the development of such a body of knowledge which, in turn, would seem to proceed most effectively when based upon a scientific approach. In this chapter we turn our attention to an examination of the progress made towards the evolution of theory in marketing.


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Notes and References

  1. 1.
    The Meaning and Sources of Marketing Theory (New York: McGraw-Hill, 1965).Google Scholar
  2. 2.
    Journal of Marketing, vol. 32 (Jan 1968) pp. 29–33.Google Scholar
  3. 3.
    See particularly The Development of Marketing Thought (Homewood, Ill.: Irwin, 1962) and his contribution to Science in Marketing, ed. George Schwartz (New York: Wiley, 1965).Google Scholar
  4. 4.
    Arch. W. Shaw, ‘Some Problems in Marketing Distribution’, Quarterly Journal of Economics (Aug 1912); L. D. H. Weld, ‘Marketing Functions and Mercantile Organisation’, American Economic Review (June 1917); and Paul T. Cherington, The Elements of Marketing (London: Macmillan, 1920).Google Scholar
  5. 5.
    Retail Selling and Store Management (New York: D. Appleton Century, 1913) and The Economics of Retailing (New York: Ronald Press, 1915).Google Scholar
  6. 6.
    Halbert, The Meaning and Sources of Marketing Theory, pp. 63–4.Google Scholar
  7. 7.
  8. 8.
    Ibid. p. 24.Google Scholar
  9. 9.
    Ibid. p. 127.Google Scholar

Copyright information

© Michael J. Baker and Macmillan Publishers Limited 1976

Authors and Affiliations

  • Michael J. Baker

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