التفاصيل البيبلوغرافية
| العنوان: |
Marketing theory development, theory use, and research programs. |
| المؤلفون: |
Madhavaram, Sreedhar1 (AUTHOR) s.madhavaram@ttu.edu |
| المصدر: |
Journal of Marketing Management. Oct2024, Vol. 40 Issue 13/14, p1083-1113. 31p. |
| مصطلحات موضوعية: |
*CONSUMER behavior, *SENIOR leadership teams, *ORGANIZATIONAL learning, SOCIAL media, CRITICAL point theory, SCIENTIFIC knowledge, LEXICON, FAKE news |
| مستخلص: |
The document delves into the significance of theory development, theory use, and research programs in the field of marketing, highlighting the contributions of scholars like Alderson, Bartels, and Hunt. It stresses the importance of scholars renewing their efforts in theory development and understanding its key components. The text also explores Dr. Shelby D. Hunt's work on marketing theory, including theory lexicon, formalization, and evaluation, offering insights on how theories can be effectively utilized in marketing research. Additionally, it provides a classification of theory uses that can benefit marketing scholarship, covering various aspects like hypothesis development, theoretical explanations, and research program advancements. [Extracted from the article] |
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| قاعدة البيانات: |
Business Source Index |