Conceptual foundations of marketing and marketing theory

Abstract

Provides a review of the nature of marketing. In order to explicate this work, presents marketing as a concept, management philosophy and organizational function. Acknowledges the contribution of key authors in the field, such as Alderson, Bagozzi, Houston, Hunt and Sheth, and pays attention to the nature of developments in marketing. Provides illustration to the evolution of marketing as a discipline with specific regard to the theoretical foundations of the subject matter. Draws various conclusions and makes certain implications as to the future of marketing.

Citation

Morgan, R.E. (1996), "Conceptual foundations of marketing and marketing theory", Management Decision, Vol. 34 No. 10, pp. 19-26. https://doi.org/10.1108/00251749610150658