Dialectical logic seems to help explain successive advents and denigrations of marketing constructs. Apparently, constructs arise in logical sequence, building on their predecessors. This systematization can facilitate the study of marketing.
Get full access to this article
View all access options for this article.
References
1.
Bursk, E. C. and S. A. Greyser (1968), Advanced Cases in Marketing Management, Englewood Cliffs: Prentice-Hall.
2.
Churchill, G. A., Jr. (1976), Marketing Research: Methodological Foundations, Hinsdale, IL: Dryden.
3.
Engel, J. E. , R. D. Blackwell, and D. T. Kollat (1978), Consumer Behavior, 3rd ed., Hinsdale, IL: Dryden.
4.
Hegel, G. W. F. (1817), Enzyklopadie der phlosophischen Wissenschaften im Gundrisse translated as Encyclopedia of Philosophy by G. E. Mueller, New York: Philosophical Library 1959, p. 82 (par. 13) and passim.
5.
Kotler, P. (1984), "New Developments in Marketing," at South-western Marketing Association, San Antonio, Texas.
