General Theories and the Fundamental Explananda of Marketing
作者探讨了营销领域是否存在一般理论，以及如果存在，它应该是什么样子。文章首先简要审视了营销理论的性质，然后考察了科学哲学中一般理论的特征。接着，作者提出了营销一般理论试图解释和预测的基本对象，并勾勒了一般理论的结构，包括营销内部的和关于营销的。最后，作者评估了营销一般理论的发展现状。
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.