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https://gnanaganga.inflibnet.ac.in:8443/jspui/handle/123456789/8040
Title: | Meta-Theory Development in Marketing |
Authors: | Mahesh N. Shankarmahesh |
Issue Date: | 1999 |
Publisher: | American Marketing Association- Winter Educators Conference |
Abstract: | The pwpose of this paper is to attempt at developing a meta-theory of marketing primarily as a pedagogical exercise. Such a task will have to be undertaken with a sense of humility keeping in mind the ever-expanding scope and complexity of marketing. A meta-theory seeks to unify perspectives (Ryan and O' Shaughnessy 1980) and understand the totality and interactions of marketing (Kelley 1980). At the outset, a meta-theory will have to be distinguished from sub-theories the scope of which is limited to selected sub-activities of marketing. |
URI: | http://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/8040 |
Appears in Collections: | Articles to be qced |
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File | Size | Format | |
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META-THEORY DEVELOPMENT IN MARKETING.pdf Restricted Access | 427.29 kB | Adobe PDF | View/Open Request a copy |
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