Chapter 2 A Note on Knowledge Development in Marketing

Abstract

Using a framework based on dimensions of economic theory and behavioral sciences for understanding and mass market versus individual customers as the unit of analysis, this article looks at the development of marketing theory primarily during the last century. It looks at the common goal of understanding markets and their functioning as well as the differences in attaining this goal imposed by the very nature of the economic of behavioral foundations brought to bear on the problem. The paper concludes with the observation that, while we have come a long way toward reaching the goal, we have a long way to go to complete the journey.

Citation

Hajikhani, A. and LaPlaca, P. (2012), "Chapter 2 A Note on Knowledge Development in Marketing", Glynn, M.S. and Woodside, A.G. (Ed.) Business-to-Business Marketing Management: Strategies, Cases, and Solutions (Advances in Business Marketing and Purchasing, Vol. 18), Emerald Group Publishing Limited, Leeds, pp. 11-39. https://doi.org/10.1108/S1069-0964(2012)0000018007