Marketing Theory

Marketing Theory provides a fully peer-reviewed specialised academic medium and main reference for the development and dissemination of alternative and critical perspectives on marketing theory.There are a growing number of researchers and management practitioners who believe that conventional marketing theory is often ill-suited to the challenges of the modern business environment. Marketing Theory creates a high quality, specialist outlet for management and social scientists who are committed to developing and reformulating marketing as an academic discipline by critically analysing existing theory.

市场营销理论为发展和传播市场营销理论的另类和批判性观点提供了一个经过同行评审的专业学术媒介和主要参考。越来越多的研究人员和管理从业人员认为，传统营销理论往往不适合现代商业环境的挑战。市场营销理论通过对现有理论的批判性分析，为致力于将市场营销作为一门学科加以发展和改造的管理和社会科学家创造了一个高质量、专门的出口。