Status report on marketing theory
Martin Christopher
(Management Centre, University of Bradford, Bradford, UK)
Jane Kirkland
(Management Centre, University of Bradford, Bradford, UK)
John Jeffries
(Management Centre, University of Bradford, Bradford, UK)
Richard Wilson
(Management Centre, University of Bradford, Bradford, UK)
469
Abstract
Describes the major influences directing the growth and development of marketing theory. Assesses the relative value of holistic and piecemeal approaches to this theory. Suggests that the most important advances in marketing management will stem from development of models of the market, advocating on piecemeal approach.
Keywords
Citation
Christopher, M., Kirkland, J., Jeffries, J. and Wilson, R. (1968), "Status report on marketing theory", European Journal of Marketing, Vol. 2 No. 3, pp. 230-242. https://doi.org/10.1108/EUM0000000005256
Publisher
:MCB UP Ltd
Copyright © 1968, MCB UP Limited