1. Introduction to the special issue on marketing theory

   • Shelby D. Hunt

   OriginalPaper Pages: 105 - 106

2. The reconciliation of humanism and positivism in the practice of consumer research: A view from the trenches

   • Timothy B. Heath

   OriginalPaper Pages: 107 - 118

3. A general framework for explaining internal vs. external exchange

   • Robert F. Lusch
   • Stephen W. Brown
   • Gary J. Brunswick

   OriginalPaper Pages: 119 - 134

4. Industrial organization economics and Alderson’s general theory of marketing

   • Richard L. Priem

   OriginalPaper Pages: 135 - 141

5. The market phenomenon: An alternative theory and some metatheoretical research considerations

   • A. Coskun Samli
   • Kenneth D. Bahn

   OriginalPaper Pages: 143 - 153

6. A theory of role stress in boundary spanning positions of marketing organizations

   • Jerry R. Goolsby

   OriginalPaper Pages: 155 - 164

7. Conceptualization and operationalization of retail store image: A case of rival middle-level theories

   • Susan M. Keaveney
   • Kenneth A. Hunt

   OriginalPaper Pages: 165 - 175

8. The evaluation stage in marketing decision making

   • John C. Mowen
   • Gary J. Gaeth

   OriginalPaper Pages: 177 - 187

9. The behavioral perspective model of purchase and consumption: From consumer theory to marketing practice

   • Gordon R. Foxall

   OriginalPaper Pages: 189 - 198

10. Book reviews

    • Essam Mahmoud
    • T. Bettina Cornwell
    • Gordon R. Foxall

    BookReview Pages: 199 - 204