IBM 6045 Marketing Theory  

Professor Yingchan Tang, Edwin 





         This seminar course is designed to:

1.     consider major contemporary issues in marketing theory,

2.     understand the history and evolution of marketing thought,

3.     understand the fundamental issues involved in the philosophy of science and its impact on marketing inquiry,

4.     search for possible thesis topics or evaluate your preliminary thesis proposal,

5.     enhance the ability to conduct scientifically respectable research and to

6.     evaluate research in a professional-critical manner.

The prerequisite is marketing management (IBM6015), marketing research (IBM6046, IBM6087, or IBM6093 ), or consumer behavior theories and practices (IBM6019).  Anyone not having completed either one of these prerequisites requires the instructor's permission to enroll.


1.     Hunt, Shelby. D. 2010, Marketing Theory: Foundations, Controversy, Strategy, and Resource-advantage Theory, Routedge

2.     Hunt, Shelby D. 2002, Foundations of Marketing Theory: Toward a General Theory of Marketing, M.E. Sharpe

3.     Sheth, J.N., D. M. Gardner, and D. E. Garett, 1988, Marketing Theory: Evolution and Evaluation, John Wiley & Sons.


a.          A Twenty-First Century Guide to Aldersonian Marketing Thought, Wooliscroft, Ben; Tamilia, Robert D.; Shapiro, Stanley J. (Eds.) 2006, Springer Marketing Series

b.          Brown, S.W.and Fisk R.P. (ed.) (1984) Marketing Theory, Wiley.

c.          Hunt, S.D. (1991) Modern Marketing Theory, Critical Issues in the Philosophy of Marketing Science, South-Western.

d.          McAlister, L. , R. N. Bolton, and R. Rizley (2006), Essential Readings in Marketing, MSI

e.          Sheth, J.N.and Garrett D.E.(ed.) (1986) Marketing Theory: Classic and Contemporary Readings, South-Western.

f.            Zaltman, G., LeMasters K., and Heffring M.( 1982), Theory Construction in Marketing, John Wiley & Sons.


Since this is a seminar course, full participation will be expected from all students. Discussions will be conducted in an open atmosphere with free form of expression. The professor will be primarily a facilitator for discussion and not a lecturer. For this reason, it is imperative that all reading assignments should be read thoroughly. It is equally important that students will be willing to listen from others as well as contribute significantly to the discussion. To outreach other marketing scholars and doctoral students about current interests of research topics, students are encouraged to subscribe ELMAR and DocSIG and bring issues to the class.


Chapter Questions  (individual)


Term Paper (individual)


Marketing Schools Presentation (group)


Class Discussion


     1. Term Paper

Each student will write a term paper dealing with some aspect of marketing theory.    Students are encouraged to utilize the opportunity to develop the theoretical session of their theses.   Students may select two other options for the subject matter.

a.      Select one or a cluster of external factors (e.g., globalization, arising of China market, information- and knowledge-based economy, dis- and re-intermediation, and N (network)-generation consumer, etc.) which have impacted the development of marketing thought and practice.

b.     Choose a specific functional area of marketing (such as service, channels, branding, and innovations) and relate it to the development of marketing thought.

The paper can be a critical summary of some existing literature or can involve developing a set of theoretical statements about the relevant marketing phenomenon. The literature review should involve a synthesis of existing literature, with an emphasis on strengths and weaknesses.  Of major importance is developing an agenda for future research; a review of each single paper is of less important.   A theoretical paper should develop a set of propositions or hypotheses which follow from both existing knowledge and your own creativity.  It is expected that students will spend between 30 and 40 hours on the paper. A one-page outline of the paper is due on October 7.  The outline should include:

a.      the central theme of the paper

b.     the key research issues or questions, and

c.      the proposed approach, including research framework and key resources.

The final paper is due on the final exam week, June 30. This paper should conform to the format and style required by the Journal of Marketing or Journal of Marketing Research.

2. Marketing Schools Presentation

The purpose of this exercise is to help students to understand the "positioning" of their thesis topics.  What shall be required for each student is to lead one of class sessions (scheduled on 12/25, 12/09, and 12/23 respectively) on marketing schools (classified in SGG's Marketing Theory: Evolution and Evaluation, Chinese ).  Since each student is preparing himself or herself to be a lecturer; consequently, part of the future duties is to reflect itself in this course. Student can lecture, make presentation, pass handout, assign readings, and homework or any other tools that can help him/her to serve as a good moderator.  Except for evaluating on SGG's marketing schools, the emerging branches, Ivy League Universities, unclassified new school of thoughts, list of premium top-tiered journals, and research journal awards are encouraged to include.

V.    CLASS SCHEDULE (Wed. 06:30 - 09:20 pm, Office Hours)


Book Chapter and Discussion Topics

Homework Assignment


From chaotic marketplace back to the Ivory Tower




Part 1. The Nature of Marketing and Science



1. The nature of Marketing and Science

Chap 1 (p. 42):  #10 or #11



·         Shaw, Eric H., and D. G. Brian Jones (2005), “A history of schools of marketing thought.,Marketing Theory, 5(3), 239–81.

·         Wilkie, William L. (2005), “The Sages Speak...,” Journal of Public Policy & Marketing, 24(1), 112–13.

·         Wilkie, William L., and Elizabeth S. Moore (2003), “Scholarly Research in Marketing: Exploring the ‘4 Eras’ of Thought Development.,Journal of Public Policy & Marketing, 22(2), 116–46.



2. On marketing as…..

Chap 2 (p. 72):  #3 or #12



·         AMA Task Force (1988), “Developing, Disseminating, and Utilizing Marketing Knowledge.,” Journal of Marketing, 52(4), 1–25.

·         Rossiter, J. R. (2001), “What Is Marketing Knowledge?: Stage I: forms of marketing knowledge,” Marketing Theory, 1(1), 9–26.

·         Yadav, Manjit S. (2010), “The Decline of Conceptual Articles and Implications for Knowledge Development.,” Journal of Marketing, 74(1), 1–19.

·         Vargo, Stephen L., and Robert F. Lusch (2004), “Evolving to a New Dominant Logic for Marketing.,” Journal of Marketing, 68(1), 1–17.

·         Bolton, Ruth N., George S. Day, John Deighton, Das Narayandas, Evert Gummesson, Shelby D. Hunt, C. K. Prahalad, Roland T. Rust, and Steven M. Shugan (2004), “Invited Commentaries on ‘Evolving to a New Dominant Logic for Marketing.,” Journal of Marketing, 68(1), 18–27.



Due: One-page term- paper outline



Due: Marketing Schools Presentation Team




Part 1. The Foundations of Marketing Theory



3. Morphology of explanation 

Chap 3 (p. 101): #1 or #2





4. Explanation, Prediction, and Causality

Chap 4 (p. 128): #6 or #8



·         Woodside, Arch G. (2013), “Moving beyond multiple regression analysis to algorithms: Calling for adoption of a paradigm shift from symmetric to asymmetric thinking in data analysis and crafting theory.,” Journal of Business Research, 66(4), 463–72.



5. Morphology of Scientific Laws

Chap 5 (p. 144): #2 or #9



Sheth, Jagdish N., and Rajendra S. Sisodia (1999), “Revisiting marketing’s lawlike generalizations.,” Journal of the Academy of Marketing Science, 27(1), 71–88.



6. Scientific Laws

Chap 6 (p. 169): #2 or #6





7. Morphology of Theory

Chap 7 (p.194): #8 or #15





8. Theory: Issues and Aspects

Chap 8 (p.220): #1 or #8



Hunt, Shelby D. (2005), “For Truth and Realism in Management Research.,” Journal of Management Inquiry, 14(2), 127–38.




Part 3. Controversy in Marketing Theory



Group 1: Consumer behavioral science (Booth, Stanford)


·         Bargh, John (2014), “Our Unconscious Mind,” Scientific American, January, 30-37.

·         Simon, Herbert A. (1986), “Rationality in Psychology and Economics,” The Journal of Business, 59 (October), 2-16.

·         Lee, Leonard, On Amir and Dan Ariely (2009), “In Search of Homo Economicus,” Journal of Consumer Research, 36(2), 173-187.

·         Petty, Richard E., John T. Cacioppo, and David Schumann, 1983. Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement. Journal of Consumer Research, 10, 135146.

·         Bettman J., Luce M., Payne J., 1998. Constructive Consumer Choice Processes. Journal of Consumer Research, 25, 187217.

·         Belk, Russell W. (1988), “Possessions and the Extended Self,” Journal of Consumer Research, 15 (September), 139-168.



9.  Scientific Realism and Marketing Research

Chap 9 (p.255): # 14


10. On Science/Non-science and Qualitative Methods

Chap 10 (p. 283): #1


Group 2: Marketing Management and Modeling (Haas, Sloan)


·         MacInnis D., 2011. A Framework for Conceptual Contributions in Marketing. Journal of Marketing, 75, 136154

·         Moorthy K., 1993. Theoretical Modeling in Marketing. Journal of Marketing, 57, 92106.

·         Kumar, V., Vikram Bhaskaran, Rohan Mirchandani, Milap Shah (2013), “Creating a Measurable Social Media Marketing Strategy: Increasing the Value and ROI of Intangibles and Tangibles for Hokey Pokey, Marketing Science, 32(2), 194-212.



11. On Truth and Marketing Research

Chap 11 (p.316): #4


12. On Objectiviy and Marketing Research

Chap 12 (p. 353): #4



Part 4. Toward a General Theory of Marketing



Group 3: Strategic Marketing (Wharton, Harvard)



13. On the Resource-advantage Theory of Competition

Chap 13 (p.385): #2, 3, 6


14, 15. Strategy and R-A Theory


·         Deligonul, Z. Seyda, and S. Tamer Cavusgil (1997), “Does the Comparative Advantage Theory of Competition really replace the Neoclassical Theory of...,” Journal of Marketing, 61(4), 65.

·         Hunt, Shelby D., and Robert M. Morgan (1997), “Resource-advantage theory: A snake swallowing its tail or a general theory of competition?,” Journal of Marketing, 61(4), 74-6

·         Kozlenkova, Irina V., Stephen a. Samaha, and Robert W. Palmatier (2013), "Resource-Based Theory in Marketing," Journal of the Academy of Marketing Science, 42(1), 1-21.

·         Barney, Jay B. (2013), "How Marketing Scholars Might Help Address Issues in Resource-Based Theory,"  Journal of the Academy of Marketing Science, 42(1), 24-26.

·         Day, George S. (2013), "An Outside-In Approach to Resource-Based Theories," Journal of the Academy of Marketing Science, 42(1), 27-28.

Chap 15 (p. 431): #2, 3, 5


Term paper presentations (selected)



Written term paper due,204,203,200_.jpg









AMA Distinguished Marketing Educator


Rankings of Marketing Journals


Philosophy of science

Student Thesis

 Marketing Theory Readings

MIT Marketing Research Seminar

 Marketing Strategy

Behavior Science


Best Researchers in Marketing


Dissertation Paper Award


This Homepage is maintained and updated by Dr. Edwin Tang of  National Chiao Tung University.
Last updated on September 11, 2015.  Copyright, All rights reserved.