Marketing Theory Matters |
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Authors: | Dawn Burton† |
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Institution: | Centre for Business Management, Queen Mary, University of London, Mile End Road, London, E1 4NS, UK Email: |
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Abstract: | There have been concerns about the slow pace of theory development inside and outside of marketing for a number of years. Rarely have some of the possible reasons for this lack of development been considered, or an assessment of the ways in which a more theoretically driven focus might emerge been discussed. This paper addresses these gaps in the current debate. Potential difficulties have emerged as a result of a lack of theorists, lack of theory courses, business school strategies and misguided perceptions of practitioner-oriented research amongst other things. Suggestions for future action to drive a more theoretically driven marketing are proposed. |
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