What is it about?
This research proposes a general theory of the marketing system that addresses the fundamental question: why do marketing systems occur, survive and grow?
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This page is a summary of: Constructing a partially formalized general theory of the marketing system: insights from the history of marketing thought, Journal of Historical Research in Marketing, May 2020, Emerald,
DOI: 10.1108/jhrm-11-2019-0046.
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