Marketing theory

Theory in marketing covers three broad levels; consumer, firm, and society. It also incorporates a number of different schools of thought developed over various eras. This unit is designed to give you an integrative introduction to marketing theory that spans these levels of analysis and streams of thought. The unit will also provide an introduction to the tools of constructing theory, and equip you with theory-building skills to conduct scholarly research that will legitimately advance the boundaries of marketing knowledge.