Answers are grounded in this paper and cite their sources.
Is a general theory of marketing possible? If so, what would it look like? This article (1) briefly examines the nature of theory in marketing, (2) explores the characteristics of general theories in the philosophy of science, (3) proposes what a general theory of marketing would attempt to explain and predict, (4) delineates the structure of general theories, both in and of marketing, and (5) evaluates the status of general theories in/of marketing.
No takes yet. Share an insight, caveat, or question.
Shelby D. Hunt (1983) studied this question.
Synapse has enriched 10 related papers. Consider them for comparative context: