A theory of marketing explains marketing. A theory in marketing explains phenomena that marketing is concerned with. A theory with marketing contains marketing when explaining something else. The purpose of this section is to subsume the state of the art and science surrounding these three perspectives. It unveils that, as it theoretically stands, everything can be marketing. But at the same time various phenomena that intuitively seem to be marketing tasks are missing on the map of the marketing discipline.
KeywordsEconomic System Social System Theory Customer Relationship Management Social Marketing Marketing Research
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