Conceptual foundations of marketing and marketing theory

Robert E. Morgan (Cardiff Business School, University of Wales, Cardiff, UK)

Management Decision

ISSN: 0025-1747

Publication date: 1 December 1996


Provides a review of the nature of marketing. In order to explicate this work, presents marketing as a concept, management philosophy and organizational function. Acknowledges the contribution of key authors in the field, such as Alderson, Bagozzi, Houston, Hunt and Sheth, and pays attention to the nature of developments in marketing. Provides illustration to the evolution of marketing as a discipline with specific regard to the theoretical foundations of the subject matter. Draws various conclusions and makes certain implications as to the future of marketing.



Morgan, R. (1996), "Conceptual foundations of marketing and marketing theory", Management Decision, Vol. 34 No. 10, pp. 19-26.

Download as .RIS




Copyright © 1996, MCB UP Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.