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

Abstract

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.

Keywords

Citation

Morgan, R. (1996), "Conceptual foundations of marketing and marketing theory", Management Decision, Vol. 34 No. 10, pp. 19-26. https://doi.org/10.1108/00251749610150658

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Publisher

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MCB UP Ltd

Copyright © 1996, MCB UP Limited

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