The Conceptual Domain of Marketing: Evaluation of Shelby Hunt's Three Dichotomies Model
Abstract
Initiates a reopening of Shelby Hunt's award‐winning article model addressing the nature and scope of marketing even though thought of as provocative and influential. Discusses, first, the three dichotomies model, second the theoretical status and then, third, the three proposed dimensions and categories used are examined. Further explores Hunt's conceptual, adequacy and dimensions of his model and gives explanations and theories within. Concludes that this is a comprehensive review of the model and that it is hard to avoid being impressed by Hunt's timely and rigorous scholarly contribution, and that its strength is usefulness rather than truthfulness, because of its strong stands on important issues.
Keywords
Citation
Arndt, J. (1982), "The Conceptual Domain of Marketing: Evaluation of Shelby Hunt's Three Dichotomies Model", European Journal of Marketing, Vol. 16 No. 1, pp. 27-35. https://doi.org/10.1108/EUM0000000004801
Publisher
:MCB UP Ltd
Copyright © 1982, MCB UP Limited