… 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 …

… One approach to the development of a marketing theory syllabus is … theories ‘of’ marketing,
theories ‘in’ marketing, practitioner theories in use and critical approaches to marketing theory…

… works on marketing theory as “impractical,” … marketing theory and further assert that the
study of theory is the most practical intellectual pursuit of anyone interested seriously in marketing …

… the development of marketing theory and thought. … marketing theory, thought, pedagogy
and practice. Jones and Monieson (Citation1990), for example, have argued that early marketing …

… intermediate steps between the theory development and the practice of marketing are
necessary for this relationship to come to fruition. First, theoretical principles form the foundation …

… marketing theory on a high general level. A limited number of themes within marketing theory
… They are all concerned with the validity, generality and practical applicability of marketing …

… the practice of marketing that have taken place over the last 80 years or so and, in doing so,
the concepts of “transaction marketing” and “relationship marketing” … marketing practice. This …

… offices to explore, identify, and define new marketing concepts in their natural habitat. … -to-the-world
marketing theories. It is widely acknowledged that theories launch the fundamental …

… 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…

… theories and principles of marketing which have evolved over the past four decades do not
include much work of substance in the domain of marketing … gap between theory and practice, …