What is, or should be, the proper domain of marketing theory?
reportposted on 06.12.2017, 00:00 by S Purchase, Antony Ward
"The title of this paper suggests that the domain of marketing theory can be determined strictly, accurately, and truly. Outhwaite (1993:33) sys that 'the best possible explanations, however, are in no sense ultimate; there is no one true theory'. This statement can be applied to the domain of marketing theory, in that there is no true domain of marketing theory. No marketing domain is ever 'real' but exists in a relative degree of reality until a new theory or application of an existing teory is generated. Therefore, for this paper, the word proper will mean the colloquial sense of proper, and that is correct to a large degree."--p. 1.