A general theory of marketing: Conceivable, elusive, or illusive
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DOI: 10.1007/s13162-022-00246-y
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- Melissa Archpru Akaka & Kaisa Koskela-Huotari & Stephen L. Vargo, 2021. "Formalizing service-dominant logic as a general theory of markets: taking stock and moving forward," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 375-389, December.
- Rajan Varadarajan, 2020. "Relevance, rigor and impact of scholarly research in marketing, state of the discipline and outlook," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 199-205, December.
- 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.
- 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.
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- 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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Keywords
Evolution of the marketing discipline; General theory; Marketing manifesto; Marketing theory; Mid-range theory;All these keywords.
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