The Sources of Marketing Theory
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.The Meaning and Sources of Marketing Theory (New York: McGraw-Hill, 1965).Google Scholar
- 2.Journal of Marketing, vol. 32 (Jan 1968) pp. 29–33.Google Scholar
- 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.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.Retail Selling and Store Management (New York: D. Appleton Century, 1913) and The Economics of Retailing (New York: Ronald Press, 1915).Google Scholar
- 6.Halbert, The Meaning and Sources of Marketing Theory, pp. 63–4.Google Scholar
- 7.Ibid.Google Scholar
- 8.Ibid. p. 24.Google Scholar
- 9.Ibid. p. 127.Google Scholar