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- Title
TOWARDS A THEORY OF MARKETING.
- Authors
Cox, Reavis; Alderson, Wroe
- Abstract
The article discusses the need for a theory of marketing. The authors believe a marketing theory would help businesses and students come to better conclusions as to policies and procedures in the field of marketing. Some of the problems of marketing theory include problems with price discrimination, land utilization in marketing, time aspects in marketing, economic entities, the limitations upon the alternatives to economic entities, the attitudes and motivations of buyers and sellers, and the development of market organization. The authors feel some of the sources for establishing a marketing theory should come from present economic theory, studies of sociology, ecological studies, and existing marketing literature.
- Subjects
MARKETING theory; BEHAVIORISM (Psychology); MARKETING research; INDUSTRIAL management; THEORY; SOCIAL psychology research; MERCHANTS; PURCHASING agents; PRICE discrimination; MARKETING literature; PSYCHOLOGY
- Publication
Journal of Marketing, 1948, Vol 13, Issue 2, p137
- ISSN
0022-2429
- Publication type
Article