Marketing Theory: Evolution and Evaluation

Resurgence of Interest in Marketing Theory. The Era of Turbulent Transition. Framework for the Book. Metatheory Criteria for the Evaluation of Theories. NONINTERACTIVE--ECONOMIC SCHOOLS OF MARKETING. The Commodity School of Thought. The Functional School of Thought. The Regional School of Thought. INTERACTIVE--ECONOMIC SCHOOLS OF MARKETING. The Institutional School of Thought. The Functionalist School of Thought. The Managerial School of Thought. NONINTERACTIVE--NONECONOMIC SCHOOLS OF MARKETING. The Buyer Behavior School of Thought. The Activist School of Thought. The Macromarketing School of Thought. INTERACTIVE--NONECONOMIC SCHOOLS OF MARKETING. The Organizational Dynamics School of Thought. The Systems School of Thought. The Social Exchange School of Thought. WHAT WE HAVE LEARNED. Is Marketing a Science or, at Best, a Standardized Art? What Is, or Should Be, the Relationship between Marketing and Society? Is It Really Possible to Create a General Theory of Marketing? REFERENCES.