Marketing Theory: Foundations, Controversy ,Strategy, Resource Advantage Theory

Abstract

Preface PART 1. THE NATURE OF MARKETING AND SCIENCE 1. Introduction 2. On the Marketing Discipline PART 2. THE FOUNDATIONS OF MARKETING THEORY 3. On the Morphology of Explanation 4. Explanation: Issues and Aspects 5. On the Morphology of Scientific Laws 6. Scientific Laws: Issues and Aspects 7. On the Morphology of Theory 8. Theory: Issues and Aspects PART 3. CONTROVERSY IN MARKETING THEORY 9. On Scientific Realism and Marketing Research 10. On Science/Nonscience, Qualitative Methods, and Marketing Research 11. On Truth and Marketing Research 12. On Objectivity and Marketing Research PART 4. TOWARD A GENERAL THEORY OF MARKETING 13. The R-A Theory Research Program 14. Competition Theory, Alderson's Market Processes Theory, and R-A Theory 15. Strategy and R-A Theory References Name Index Subject Index About the Author.

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