Back to matchesWe found a matchYour institution may have access to this item. Find your institution then sign in to continue.TitleThe General Theory of Marketing.AuthorsBartels, RobertAbstractThe explosion of knowledge has made most students of marketing specialists. If these specialties have consistency, they should fit into a more general theory of marketing. The structure of suck a theory is proposed in this article.SubjectsMARKETING theory; MARKETING education; EDUCATION; SOCIAL change; SPECIALISTS; THEORY; STUDENTS; THEORY of constraints; MARKET segmentation; SOCIAL structurePublicationJournal of Marketing, 1968, Vol 32, Issue 1, p29ISSN0022-2429Publication typeArticleDOI10.2307/1249193