Foundations of Marketing Theory: Toward a General Theory of Marketing

Chapter 1. Introduction Chapter 2. On the Marketing Discipline Chapter 3. The Morphology of Explanation Chapter 4. Explanation: Issues and Aspects Chapter 5. The Morphology of Scientific Laws Chapter 6. Scientific Laws: Issues and Aspects Chapter 7. The Morphology of Theory Chapter 8. Theory: Issues and Aspects Chapter 9. Toward a General Theory of Marketing