A Reappraisal on Marketing Definition and Marketing Theory

Authors

  • Ran Liu Old Dominion University

DOI:

https://doi.org/10.15549/jeecar.v4i2.170

Keywords:

Marketing, definition, theory, paradigm, science

Abstract

This study examines the definition of marketing and different marketing theories for academic research based on historical literature review. After a comprehensive review on different approaches on marketing definition, the paper gives its own description of marketing, with a highlight on value creation and exchange. The paper also attempts to discuss the possibility that a potential new paradigm of marketing as a science by a value creation theory, which focus on the new role of marketing in value creation during the traditional transaction exchange, with a suggestion that the impact of marketing maybe underestimated.

Author Biography

Ran Liu, Old Dominion University

Dr. Ran Liu is an internationally recognized marketing and global economic scholar with strong academic and practical approaches. His research focuses on global economic transformation and international marketing changes with emphases on culture and consumer behaviors. He serves as research director at IEECA and adjunct instructor at multiple universities in the United States.

References

References

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Bartels, R. (1968). The general theory of marketing. The Journal of Marketing. 29-33.

Bennett, R. C., & Cooper, R. G. (1979). Beyond the marketing concept. Business Horizons, 22(3), 76-83

Bourgeois, L. J. (1979). Toward a method of middle-range theorizing. Academy of Management Review, 4(3), 443-447.

Buzzell, R. I., & Wilsie, C. P. (1963). Genetic investigations of brown keel tip color in Lotus corniculatus L. Crop Science, 3(2), 128-130.

Converse, P. D. (1945). The development of the science of marketing: An exploratory survey. Journal of Marketing, 10(1), 14-23.

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Hunt, S. D. (1978). A general paradigm of marketing: in support of the'3-dichotomies model'. The Journal of Marketing, 107-110.

Kaldor, A. G. (1971). Imbricative marketing. The Journal of Marketing, 19-25.

Merton, R. K. (1968). Social Theory and Social Structure: Enl. Ed. Free Press.

Nagel, E. (1961). The structure of science: Problems in the logic of scientific explanation.

Prahalad, C.K. and Venkat Ramaswamy (2004), The Future of Competition: Co-creating nnique value with customers. Boston: Harvard Business School Press.

Published

2017-12-01

How to Cite

Liu, R. (2017). A Reappraisal on Marketing Definition and Marketing Theory. Journal of Eastern European and Central Asian Research (JEECAR), 4(2), 7. https://doi.org/10.15549/jeecar.v4i2.170

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