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General Theories and the Fundamental Explananda of Marketing

Shelby D. Hunt
Journal of Marketing
Vol. 47, No. 4 (Autumn, 1983), pp. 9-17
DOI: 10.2307/1251394
Stable URL: http://www.jstor.org/stable/1251394
Page Count: 9
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
General Theories and the Fundamental Explananda of Marketing
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Abstract

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.

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