General Theories and the Fundamental Explananda of Marketing
探讨一般营销理论的可能性及其特征，提出其应解释和预测的对象，并评估营销领域内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.