MENUJU SEBUAH TEORI UMUM PEMASARAN

Setyawan, Anton Agus

Benefit: Jurnal Manajemen dan Bisnis
Volume 16 No 1 Juni 2012

This article discusses the urgency of general marketing theory. Marketing becomes avery developed and converged discipline. This is a challenge for marketing scholars to present anew approach in constructing theory. Unfortunately, the dominance of traditional approach inmarketing brings stagnation in the theory construction. Although, general marketing theory isstill a hope for marketing scholars, they should broadened their vision to new approach in theoryconstruction.