The sources of marketing theory

Marketing ◽  
1983 ◽  
pp. 33-51 ◽  
Author(s):  
Michael J. Baker ◽  
A. J. Brown ◽  
Douglas Brownlie ◽  
Keith Crosier ◽  
Jennifer L. Drayton ◽  
...  
Keyword(s):  
Marketing Theory

Editorial: Transnational Marketing

2013 ◽  
Vol 1 (1) ◽  
pp. 1-4
Author(s):  
Ibrahim Sirkeci
Keyword(s):  
Theory And Practice ◽  
New Venture ◽  
Marketing Theory ◽  
High Quality ◽  
Cultural Contexts ◽  
Organization Structures ◽  
Innovative Thinking ◽  
Critical Approaches ◽  
National Boundaries ◽  
Resource Environment

Transnational Marketing Journal is a new scholarly, peer-reviewed journal is dedicated to disseminating high quality contemporary research into transnational marketing practices and scholarship while encouraging critical approaches in the development of marketing theory and practice. It is an exciting new venture for us and we would like to invite innovative thinking, scholarship, and current research into marketing practices and challenges crossing national borders.In Transnational Marketing and Transnational Consumers, Transnational Marketing is defined “as understanding and addressing customer needs, wants and desires in their own country of residence and beyond and in borderless cultural contexts with the help of synergies emerging across national boundaries and transfer of expertise and advantages between markets where the organization operates transnationally with a transnational mentality supported by transnational organization structures and without compromising the sustainability of any target markets and resource environment offering satisfactory exchanges between the parties involved” (Sirkeci, 2013: vii).

Book Review:Development of Marketing Theory. George Schwartz

1964 ◽  
Vol 37 (4) ◽  
pp. 427
Author(s):  
Frederick E. May
Keyword(s):  
Marketing Theory

scholarly journals The social marketing theory-based (SMT) approach for designing interventions

2016 ◽  
Vol 6 (1) ◽  
pp. 18-40 ◽  
Author(s):  
Shamini Manikam ◽  
Rebekah Russell-Bennett
Keyword(s):  
Social Marketing ◽  
Design Methodology ◽  
Marketing Theory ◽  
Content Type ◽  
Step Process ◽  
The Social ◽  
Conceptual Paper ◽  
Marketing Intervention ◽  
Practical Implications ◽  
Social Marketing Theory

Purpose – Despite the importance of theory as a driving framework, many social marketers either fail to explicitly use theory as the basis of designing social marketing interventions or default to familiar theories which may not accurately reflect the nature of the behavioural issue. The purpose of this paper is therefore to propose and demonstrate the social marketing theory (SMT)-based approach for designing social marketing interventions, campaigns or tools. Design/methodology/approach – This conceptual paper proposes a four-step process and illustrates this process by applying the SMT-based approach to the digital component of a social marketing intervention for preventing domestic violence. Findings – For effective social marketing interventions, the underpinning theory must reflect consumer insights and key behavioural drivers and be used explicitly in the design process. Practical implications – Social marketing practitioners do not always understand how to use theory in the design of interventions, campaigns or tools, and scholars do not always understand how to translate theories into practice. This paper outlines a process and illustrates how theory can be selected and applied. Originality/value – This paper proposes a process for theory selection and use in a social marketing context.

Marketing Theory and Metatheory

1971 ◽  
Vol 35 (2) ◽  
pp. 103
Author(s):  
William Lazer ◽  
Robert Bartels
Keyword(s):  
Marketing Theory

Something old, something new: Enabled theory building in qualitative marketing research

2021 ◽  
pp. 147059312110322
Author(s):  
Pierre-Yann Dolbec ◽  
Eileen Fischer ◽  
Robin Canniford
Keyword(s):  
Consumer Research ◽  
Review Process ◽  
Marketing Research ◽  
Theory And Practice ◽  
Theory Building ◽  
Marketing Theory ◽  
Research Projects ◽  
Novel Theory ◽  
The Creation ◽  
Analytical Tools

“Enabled theorizing” is a common practice in marketing scholarship. Nevertheless, this practice has recently been criticized for constraining the creation of novel theory. To advance this conversation, we conduct a grounded analysis of papers that feature enabled theorizing with the aim of describing and analyzing how enabled theorizing is practiced. Our analysis suggests that enabled theorizing marries data with analytical tools and ontological perspectives in ways that advance ongoing conversations in marketing theory and practice, as well as informing policy and methods. Based on interviews with marketing and consumer research scholars who practice enabled theorizing, we explain how researchers use enabling theories to shape research projects, how researchers select enabling lenses, and how they negotiate the review process. We discuss the implications of our analyses for theory-building in our field, and we question the notion of originality in relation to theory more generally.

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