TAILIEUCHUNG - Marketing Theory Matters by Dawn Burton

Concerns about the slow progress of theory development in marketing have existed over a significant number of years (Alderson and Cox, 1948; Bartels, 1976; Halbert, 1965). The perceived lack of theoretical discourse has prompted several AMA Educators conferences and special issues in high-profile journals in an attempt to generate more interest (Bush and Hunt, 1982; Hunt, 1983; Lamb and Dunne, 1980). At the end of the millennium a more theoretically driven marketing was identified as an important area for future development in special issues of the Journal of Marketing (Day and Montgomery, 1999), Journal of the Academy of Marketing Science (Malhotra, 1999) and Psychology and Marketing (Taylor, 1999), amongst others. Alongside academics that favour a more. | British Journal of Management Vol. 16 5 18 2005 DOI Marketing Theory Matters Dawn Burton Centre for Business Management Queen Mary University of London Mile End Road London E1 4NS UK Email 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. Concerns about the slow progress of theory development in marketing have existed over a significant number of years Alderson and Cox 1948 Bartels 1976 Halbert 1965 . The perceived lack of theoretical discourse has prompted several AMA Educators conferences and special issues in high-profile journals in an attempt to generate more interest Bush and Hunt 1982 Hunt 1983 Lamb and Dunne 1980 . At the end of the millennium a more theoretically driven marketing was identified as an important area for future development in special issues of the Journal of Marketing Day and Montgomery 1999 Journal of the Academy of Marketing Science Malhotra 1999 and Psychology and Marketing Taylor 1999 amongst others. Alongside academics that favour a more theoretical focus per se are those that advocate a more critical theoretical discourse of various persuasions Brownlie et al 1999 Burton 2001 Dholakia Fuat Firat and Bagozzi 1980 Gronroos 1994 Gummesson 2001 Ozanne and Murray 1991 1995 . Of course there will be academics within the discipline that are willing to disregard the growing evidence of a lack of

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