Marketing Theory Matters
探讨了营销领域理论发展缓慢的原因，包括缺乏理论家、理论课程不足、商学院策略偏差以及对实践导向研究的误解，并提出了推动理论驱动的营销未来的建议。
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.