The Quest Of A Marketing Theory

801 WordsSep 7, 20154 Pages
The quest of a marketing theory, where to frame the present proposal, has ended up with an interesting tour through the evolution of the marketing theory. So that, before arriving to a definition of marketing that will eventually help this proposal to clearly state its goal, it merits to mention some considerations about the process that has hitherto led us. The majority of business related disciplines started to consolidate in the first decades of the 20th century (Drucker 2008), so marketing did. However, it was not until after the Second World War that marketing settled down as a discipline within the academia, and the pursuit of a marketing theory emerged (Bartels 1968; Quelch and Jocz 2008). By the end of the 40s, Alderson and Cox expressed the necessity for a marketing theory that should help to both students and practitioners to go further than a mere empirical analysis (Alderson and Cox 1948). It is worth to mention here that, two years before Alderson and Cox, Phillips (1946) published a list of 19 recommendations for marketing research and none of them included any reference to marketing theory development. Indeed, the gap between theory and practice in marketing has been treated and criticised at length (Baumol 1957; Tucker 1974; Burton 2005) Some authors, like Cox and Norvell (1974), expressed that scholars have developed a marketing concept which was not applicable by practitioners, being the reason why marketing is inadequate to play a more general role. Even
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