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Toward an integrative theory of marketing

Author

Listed:
  • Atul Parvatiyar

    (Rawls College of Business Administration, Texas Tech University)

  • Jagdish N. Sheth

    (Emory University)

Abstract

Many scholars have observed that the marketing discipline has become too fragmented and myopic, straying away from its core managerial marketing issues. To some, the complex discipline-transgressing phenomena are knowledge-producing, while for others, it is the discipline's problem of an identity crisis. This article argues that continuities and discontinuities of theoretical and methodological processes result from the contextual forces that continuously create new perspectives, paradigms, and schools of thought. Many traditional schools of marketing thought have either become obsolete or metamorphosized into new schools of thought. It has led to several theoretical advances that promise to develop into a general theory of marketing. However, none have grown into a full-blown integrative theory of marketing to tie in the various subdisciplines of marketing. We present an overall framework of marketing that could become the basis for developing an integrative theory of marketing with views relating to the core marketing processes and how the evolving contextual forces interactively impact them.

Suggested Citation

  • Atul Parvatiyar & Jagdish N. Sheth, 2021. "Toward an integrative theory of marketing," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 432-445, December.
    • Handle: RePEc:spr:amsrev:v:11:y:2021:i:3:d:10.1007_s13162-021-00211-1
    DOI: 10.1007/s13162-021-00211-1
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    References listed on IDEAS

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    2. Rajan Varadarajan, 2022. "A general theory of marketing: Conceivable, elusive, or illusive," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 177-183, December.
    3. Anu Helkkula & Eric Arnould, 2022. "Developing and renewing marketing as a scientific discipline through reflexive cocreation," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 168-173, December.
    4. Atul Parvatiyar & Jagdish N. Sheth, 2023. "Confronting the deep problem of consumption: Why individual responsibility for mindful consumption matters," Journal of Consumer Affairs, Wiley Blackwell, vol. 57(2), pages 785-820, April.
    5. Stephen L. Vargo, 2022. "Fostering scholarly discussion in marketing," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 137-138, December.
    6. Shelby D. Hunt & Sreedhar Madhavaram & Hunter N. Hatfield, 2022. "The marketing discipline’s troubled trajectory: The manifesto conversation, candidates for central focus, and prognosis for renewal," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 139-156, December.
    7. Suvi Nenonen, 2022. "Resurrecting marketing: Focus on the phenomena!," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 174-176, December.
    8. Sreedhar Madhavaram & Hunter N. Hatfield, 2022. "Continuing the manifesto conversation: Toward building a renewal capability for the marketing discipline," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 188-195, December.

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