Marketing Constructs- a Critical Analysis and Theory Construction

Abstract

The purpose of this paper is to highlight a knowledge gap and conceptualise a knowledge domain in the marketin gcontext . It is argued that marketing as a concept has become a diluted management practice . All the more , it has notbecome a theoretically respected function with in organisations. In most of the cases it is related with only sales. It is foundthat marketing has several interpretations created by marketing authors . However, all these interpretations are notcomplementary to each other. Kotler's multiply marketing concept come close to modern marketing than otherinterp retation . But this concept falls short of methodological explanation. Therefore, a post modern construct is requiredthat takes a relativist position . This concept may involve the whole organisation and direct towards customers.Key Words : Marketing , change, post modern construct, customer satisfaction.