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| Author: | Burton, D. |
| Title: | Marketing theory matters |
| Journal: | British Journal of Management
2005 : MAR, VOL. 16: 1, p. 5 18 |
| Index terms: | marketing theories development research business schools |
| Language: | eng |
| Abstract: | The developments of marketing theories have been rare and slow for many years and reasons for this havent been considered. Neither the ways through which a more theoretically driven focus might emerge in this area have been examined. The author addresses the preceding gaps. Possible difficulties have risen from the lack of theory courses, lack of theorists and strategies of business schools. Also faulty perceptions of practitioner-oriented research have caused some problems. The article concludes with suggestions for future actions for creating a more theoretically driven marketing. |
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