The December 2011 issue of Marketing Theory has a commentaries section that focuses on the theme: “On Marketing Thought and the Further Development of Marketing Theory.”
The lead commentary, “Marketing thought and the further development of marketing theory,” was published by Stanley J. Shapiro in this recent issue. To read the other commentaries, please click here.
This introduction first explains why it was considered necessary to examine the extent to which the past history of marketing thought could contribute to the future development of marketing theory. It then discusses why each of the contributors was selected, reveals the nature of the invitation extended and briefly indicates the range of topics examined.
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