MENUJU SEBUAH TEORI UMUM PEMASARAN

Anton Agus Setyawan(1*)

(1) Fak Ekonomi Univ Muhammadiyah Surakarta dan Mahasiswa Program Doktor Ilmu Manajemen Univ Gadjah Mada
(*) Corresponding Author

Abstract

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

Keywords

Marketing Theory, Paradigm, Theory Construction, General Theory

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DOI: 10.23917/benefit.v16i1.1358

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