Back to matchesWe found a matchYour institution may have access to this item. Find your institution then sign in to continue.TitleTheory Construction in Marketing.AuthorsHollander, Stanley C.; Fisk, Raymond P.AbstractThe article presents a review of the book "Theory Construction in Marketing: Some Thoughts on Thinking," by Gerald Zaitman, Karen LeMasters, and Michael Heffring.SubjectsTHEORY Construction in Marketing: Some Thoughts on Thinking (Book); ZAITMAN, Gerald; LEMASTERS, Karen; HEFFRING, Michael; MARKETING; NONFICTIONPublicationJournal of Marketing, 1984, Vol 48, Issue 1, p139ISSN0022-2429Publication typeBook Review