… contemporary works on marketing theory as "… marketing theory and further assert that the
study of theory is the most practical intellectual pursuit of anyone interested seriously in market…

… Considerable attention has been given by marketing scholars to theory, and the nature of
theory in marketing has been much discussed. There is agreement that marketing is …

… authors, gaps in existing theory not mentioned by them, possible additional areas upon which
theory may draw and the proper organization of marketing theory into an integrated whole. …

… marketing. We define experience marketing as a strategic and holistic marketing of relevant
(… , and experiential marketing as a tactical tool that helps to do marketing experientially. At the …

… other than marketing. This is indeed a hard criticism and undermines some of the very good
theoretical and critical theoretical work of marketing scholars, especially in top-tier marketing …

… principles of marketing, beginning from the underlying theoretical bases which … theory is
provided through case studies and vignettes, and it is often noted that the theories of marketing …

… the field of marketing strategy, services marketing and marketing theory. He is a past editor
of the Journal of Marketing and the past chairperson of the American Marketing Association. …

A conceptual approach to marketing is presented under the following headings: (1) atomic
sentential forms and theory constructions; (2) a normative theory of marketing systems; (3) the …

… In Table 2, we provide a summary of illustrative marketing literature that uses RBT as a
key theoretical framework, grouped by domain. Next, we provide a review of studies in each …

… of theory development in marketing, specifically, the relevance of critical theory to marketing
… Clearly, in order for a more critical theoretical marketing focus to be mainstreamed there is …