A suggested taxonomy for marketing thought: The case of lacking applied development and research in marketing
Journal of the Academy of Marketing Science · 1977 · Volume 5 · Issue 1
Abstract
An examination of marketing literature reveals a surpricing deficiency of articles discussing theoretical applications in marketing. These deficiencies are largely in the area of specific, practical, everyday applied marketing. This article casts the literature into an overall taxonomy of marketing thought and development, highlighting the deficiency. Then the article discusses the deficiency positing reasons for its continued existence. It is thought that such a taxonomy might better help marketers identify critical need areas that might well result in unusually productive findings and advances important to all marketers.
Keywords
Marketing, Industrial Market, Simple Dichotomy, Marketing Theory, Sociological Aspect
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