A Framework for Conceptual Contributions in Marketing
针对营销学概念进展放缓的问题，本文定义了概念化，并分类了概念贡献的类型、异同及重要性，还介绍了相关思维技能和工具，最后提出推进概念化的建议。
Conceptual advances are critical to the vitality of the marketing discipline, yet recent writings suggest that conceptual advancement in the field is slowing. The author addresses this issue by developing a framework for thinking about conceptualization in marketing. A definition of conceptualization is followed by a typology of types of conceptual contributions. The types of conceptual contributions, their similarities and differences, and their importance to the field are described. Thinking skills linked to various types of conceptual contributions are also described, as are the use of tools that can facilitate these skills. The article concludes with a set of recommendations for advancing conceptualization in our field in the years to come.