The General Theory of Marketing
Journal of MarketingPublished 1 January 1968
Robert Bartels
Citations176
SJR quartileQ1
SJR score13.39
SNIP5.22
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Abstract
The explosion of knowledge has made most students of marketing specialists. If these specialties have consistency, they should fit into a more general theory of marketing. The structure of such a theory is proposed in this article.
Keywords
Business, Management and Accounting