Future Directions in Marketing Theory

W. T. Tucker

77 citations0/0 files storedJournal of Marketing

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Marketing and Advertising Strategies Management Theory and Practice Management and Organizational Studies

Abstract

RECENT controversial developments in marketing theory call for a reevaluation of goals and directions in the theoretical development of the discipline. In two widely read articles, one by Kotler and the other by Kotler and Levy, the authors clearly state the intention of extending marketing thought to processes and institutions previously considered to lie outside its traditional boundaries.1 This paper is designed to explore the probable causes for the Kotler-Levy position, to evaluate that position as an alternative to the more traditional one (quite well stated by Luck),2 and to suggest that there are at least two other appropriate directions in which marketing may

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2001The Marriage of Politics and Marketing 2001Critical marketing theory: the blueprint?1979The Social Disorder of the Broadened Concept of Marketing 1988Intellectualization in Macromarketing: A World Disenchanted 1995Life begins at 40?1986MARKETING AS INNOVATION THE EIGHTH PARADIGM 2017Marketing’s identity crisis: insights from the history of marketing thought 1987Cognitive Relativism and the Practice of Marketing Science

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