This section draws on the requirements towards a theory of marketing mentioned above which scholars suggested over the last six decades, to reflect on the theoretical contribution of our theory of marketing.126 Subsequently, we discuss how this theory fulfills its own requirements.


Business Process Customer Relationship Management Marketing Research Marketing Manager Marketing Practice 
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© Deutscher Universitäts-Verlag | GWV Fachverlage GmbH, Wiesbaden 2006

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