Marketing science is built on a foundation of economic science, which in turn is founded on Adam Smith's normative notions of how to create national wealth in the context of industrialization, rather than on a positive theory of economic exchange. This paper explores the formation of economic theory, discuss its role as a foundation for marketing theory, suggest the need for a positive theory of the market that is relatively independent of economic theory, and point towards a possible path for its development.
AldersonWroeMarketing Behavior and Executive Action: A Functionalist Approach to Marketing Theory1957Richard D. IrwinHomewood, IL
2.
ArnouldPriceMalsheToward a Cultural Resource-Based Theory of the ConsumerLuschR.F.VargoS.L.The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions2006M.E. SharpeArmonk, NY91–104
3.
ArrowKennethNgS.YangXiaokaiIncreasing Returns and Economic Analysis2003MacmillanLondon
4.
BerryL.L.Relationship MarketingBerryL.L.ShostackG.L.UpahG.D.Emerging Perspectives on Service Marketing1983American Marketing AssociationChicago25–38
5.
Bastiat, Fredric (1848/1964), Selected Essays on Political Economy, PatrickS. Sterling, trans, de Huzar GeorgeB. Ed. Reprint, Princton, NJ:D Van Nordstrand.
6.
DixonDonald F.Marketing as Production: The Development of a ConceptJournal of the Academy of Marketing Science181990337–343(Fall)
7.
GroonroosChristianFrom Marketing Mix to Relationship Marketing: Toward a Paradigm Shift in MarketingAsia-Australian Marketing Journal219949–29(Aug)
8.
HakanssonHakanSnehotaIvanDeveloping Relationships in Business Networks1995RoutledgeLondon
9.
HuntShelby D.Maketing Is…Journal of the Academy of Marketing Science57199276–91(Apr)
10.
HuntShelby D.Foundations of Marketing Theory: Toward a General Theory of Marketing2002ME SharpeArmonk, NY
11.
HuntShelby D.A General Theory of Competition: Resources, Competences, Productivity, and Economic Growth2000Sage PublicationsThousand Oaks, California
12.
LingreenAdamWynstraFinn“Value in Business Markets: What Do We Know” Where are We Going?Industrial Marketing Management342005732–748
13.
LuschRobert F.VargoStephen L.The Service-Dominant Logic of Marketing: Dialog, Debate and Directions2006M.E. Sharpe, Inc.Armonk, NY
14.
LuschRobert F.VargoStephen L.The Service-Dominant Logic of Marketing: Reactions, Reflections, and RefinementsMarketing Theory632006281–288
15.
LuschRobert F.VargoStephen L.O'BrienMathewCompeting through Service: Insights from Service-Dominant LogicJournal of Retailing83120075–18
16.
MillJohn StuartPrinciples of the Political Economy1929Longmans GreenLondon
17.
MohanReddy N.Defining Product Value in Industrial MarketsManagement Decision291199114–20
18.
MollerKristianRole of Competences in Creating Customer Value: A Value-Creation Logic ApproachIndustrial Marketing Management352006913–924
19.
NormannRichardReframing Business: When the Map Changes the Landscape2001WileyChichester, West Sussex
20.
Penrose, Edith T (1935/1995), The Theory of the Growth of the Firm, Oxford: Oxford University Press.
21.
RustRolandZeithamlValarie A.LemonKatherine N.Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy2000The Free PressNew York
22.
RomerPaulIncreasing Returns and Long-Run GrowthJournal of Political Economy9419861002–1037(Oct.)
23.
SayJean B.A Treatise on the Political Economy1821Wells and LillyBoston, MA
24.
Smith, Adam (1776/1904), An Inquiry into the Nature and Causes of the Wealth of Nations, London:W. Strahan and T. Cadell.
25.
UlagaWolfgangCapturing Value Creation in Business Relationships: A Customer PerspectiveIndustrial Marketing Management322003677–693
26.
VargoStephen L.LuschRobert F.Evolving to a New Dominant Logic for MarketingJournal of Marketing6820041–17(January)
27.
VargoStephen L.LuschRobert F.Service-Dominant Logic: What It Is, What It Is Not, What It Might BeLuschR.F.VargoS.L.The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions2006M.E. SharpeArmonk, NY43–56
28.
Vargo, StephenL. and RobertF. Lusch (2007) “From Goods To Service(s): Divergences And Convergences Of Logics,” Industrial Marketing Management,”.(in press).
29.
VargoStephen L.LuschRobert F.MorganFred W.Historical Perspectives on Service-Dominant LogicLuschR.F.VargoS.L.The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions2006M.E. SharpeArmonk, NY29–42
30.
VargoStephen L.LuschRobert F.MorganFred W.Services in Society and Academic Thought: An Historical AnalysisJournal of Macromarketing200542–53(June)
31.
VenkateshAlladiPenalozaLisaFiratFuatThe Market as a Sign System and the Logic of the MarketLuschR.F.VargoS.L.The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions2006M.E. SharpeArmonk, NY251–265
32.
WebsterFrederick E.Jr.The Changing Role of Marketing in the CorporationJournal of Marketing5619921–17(October)
33.
WeldLouis D.H.The Marketing of Farm Products1916MacmillanNew York
34.
YangXiaokaiNgS.Specialization and Economic Analysis1993ElsevierSt Louis, MO
35.
ZeithamlValarie A.ParasuramanA.BerryLeonard L.Problems and Strategies in Services MarketingJournal of Marketing49198533–46(Spring)
36.
ZuboffShoshanaMaxminJamesThe Support Economy2002PenguinNew York
