Toward the general theory of marketing: The state of the art and one more approach
AbstractIn this paper the author has reviewed in brief advances and obstacles met on the way of the marketing thought to construct the general theory of marketing. The attention, in considerable part, is focused on understanding general theory of marketing in Russia. Based on analysis of the most important works, made by Western scholars in the field of marketing, the conclusions highlighting a huge work as well as its incompleteness is made. The original classification schemes designed by well-known Western marketing scholars are estimated as the approaches to the general theory of marketing only. The hypotheses concerning a need to use a deductive approach supported by positive instruments of Marxist political economy was formulated. The author has made the conclusion the kit of tools for designing the general theory of marketing is to be added by an analytical knowledge extracted from exact sciences. Finally, a holistic model of emphatically-communicative approach to building general theory of marketing, applicable, to the authorâ€™s opinion, to putting in order partial marketing theories (sub-theories) and arranging well-focused theoretical studies in this field of marketing science.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoPaper provided by Graduate School of Management, St. Petersburg State University in its series Working Papers with number 175.
Date of creation: 2010
Date of revision:
Contact details of provider:
Postal: 3, Volkhovsky per., Saint Petersburg, 199004
Phone: Phone: (+7-812) 323 8456
Fax: (+7-812) 329 3234
Web page: http://dspace.gsom.pu.ru/jspui/
More information through EDIRC
general theory of marketing; main category; cost-value approach; market theory evolution; matched marketing filtration; marketing empathy and ecology;
This paper has been announced in the following NEP Reports:
- NEP-ALL-2010-11-06 (All new papers)
- NEP-HPE-2010-11-06 (History & Philosophy of Economics)
- NEP-MKT-2010-11-06 (Marketing)
You can help add them by filling out this form.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Lena Manaeva) The email address of this maintainer does not seem to be valid anymore. Please ask Lena Manaeva to update the entry or send us the correct address.
If references are entirely missing, you can add them using this form.