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What is, or should be, the proper domain of marketing theory?

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posted on 06.12.2017, 00:00 by S Purchase, Antony WardAntony 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.

Funding

Category 1 - Australian Competitive Grants (this includes ARC, NHMRC)

History

Start Page

1

End Page

22

Number of Pages

22

Publisher

Central Queensland University

Place of Publication

Rockhampton, Qld.

Open Access

No

External Author Affiliations

Faculty of Business;

Era Eligible

No

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Keywords

Exports