v. 1. Marketing theory : the nature and scope of marketing / volume editor Paul Busch ; contributors John F. Gaski ... [et al.] -- v. 2. Marketing theory : philosophy of science, foundations of marketing / volume editor Jagdip Singh ; contributors Carol Azab ... [et al.] -- v. 3. Marketing theory : philosophy of science, controversies in marketing / volume editor Roy D. Howell ; contributors Kimberly B. Boal ... [et al.] -- v. 4. Channels of distribution / volume editor James R. Brown ; contributors Adel I. El-Ansary ... [et al.] -- v. 5. Macromarketing, ethics, and social responsibility, the development period / volume editor Scott J. Vitell ; contributors Tine de Bock... [et al.] -- v. 6. Macromarketing, ethics, and social responsibility, the research tradition period / volume editor John R. Sparks ; contributors Linda Ferrell ... [et al.] -- v. 7. Marketing management and strategy / volume editor Rajan Varadarajan ; contributors Terry Clark ... [et al.] -- v. 8. Relationship marketing / volume editor Robert M. Morgan ; contributors F. Robert Dwyer... [et al.] -- v. 9. Resource-advantage theory : the development period / volume editor O.C. Ferrell ; contributors Victoria L. Crittenden ... [et al.] -- v. 10. Resource -advantage theory : the research tradition period / volume editor Dennis B. Arnett ; contributors Roger A. Layton ... [et al.].

VOLUME 1
Set Introduction
Jagdish N Sheth
Volume Introduction
Paul Busch
The Nature and Scope of Marketing

A General Paradigm of Marketing: In Support of the Three Dichotomies Model

Consumer-Interest Study in Higher Education: A Conceptual Analysis of an Emerging Discipline (with Robert Kroll)

Marketing Education and Marketing Success: Are they related? (with Lawrence B Chonko and Van R Wood)

Marketing Research: Proximate purpose and ultimate value

The AMA Task Force on the Development of Marketing Thought: A comment

The Rise and Fall of the Functional Approach to Marketing: A paradigm displacement perspective (with Jerry Goolsby)

The Three Dichotomies Model of Marketing Revisited: Is the total content of marketing thought normative

Marketing Is . . .

On Rethinking Marketing: Our discipline, our practice, our methods

Marketing as a Profession: On closing stakeholder gaps

On the Service-Centered Dominant Logic for Marketing

On Reforming Marketing: For Marketing Systems and Brand Equity Strategy

A Responsibilities Framework for Marketing as a Professional Discipline


Perspective of Other Scholars
John F Gasky

Robert E Smith

Debra Jones Ringold


Paul Busch interviews Shelby Hunt
VOLUME 2
Volume Introduction
Jagdip Singh
The Morphology of Theory and the General Theory of Marketing

A Crucial Test for the Howard-Sheth Model of Buyer Behavior (with James L Pappas)

Lawlike Generalizations and Marketing Theory

Is Management a Science? (with Ronald E Gribbins)

Positive vs. Normative Theory in Marketing

Deterministic Theory and Marketing (with Kent Nakamoto)

The Morphology of Theory: A retrospection

Alderson's General Theory of Marketing: A formalization (with James A Muncy and Nina M Ray)

Bartels' Metatheory of Marketing: A retrospective (with Kenneth A Hunt)

Are the Logical Empiricist Models of Explanation Dead?

The Pretest in Survey Research: Issues and preliminary findings (with Richard Sparkman and James B Wilcox)

General Theories and the Fundamental Explananda of Marketing

Philosophical and Methodological Foundations of Consumer Research (with Dennis Arnett)

The Influence of Philosophy, Philosophies and Philosophers on a Marketer's Scholarship

On the Foundations of Foundations of Marketing Theory: A reply to fisk

The Philosophical Foundations of Marketing Research: For scientific realism and truth (with Jared M Hansen)


Perspective of other Scholars
Terry Clark Carol Azob Raymond P Fisk Richard Bagozzi Danny N Bellenger Kent Nakamota
Jagdip Singh interviews Shelby Hunt
VOLUME 3
Volume Introduction
Roy D Howell
Should Marketing Adopt Relativism?

Does Logical Empiricism Imprison Marketing? (with Paul S Speck)

The Logical Positivists: Beliefs, Consequences and Status

Naturalistic, Humanistic and Interpretive Inquiry: Challenges and Ultimate Potential

Reification and Realism in Marketing: In defense of reason

Truth in Marketing Theory and Research

Positivism and Paradigm Dominance in Consumer Research

For Reason and Realism in Marketing

Truth, Laudan and Peirce: A View from the Trenches

Objectivity in Marketing Theory and Research

A Realist Theory of Empirical Testing: Resolving the theory ladenness/objectivity debate

On the Rhetoric of Qualitative Methods: Toward historically informed argumentation in management inquiry

On Communication, Probative Force and Sophistry: A reply to Van Eijkelenburg

On the Marketing of Marketing Knowledge (with Steven Edison)

For Truth and Realism in Management Research

Realism


Perspective of Other Scholars
Geoff Easton Michael R. Hyman Sigurd Troye Kimberly B. Boal
Roy D. Howell interviews Shelby Hunt
VOLUME 4
Volume Introduction
Jim Brown
The Socioeconomic Consequences of the Franchise System of Distribution

Experiential Determinants of Franchisee Success

The Trend Toward Company-Operated Units in Franchise Chains

Power in a Channel of Distribution (with John R Nevin)

Tying Agreements in Franchising (with John R Nevin)

Franchising as an Investment Opportunity: An evaluation (with Helen D Jackobs)

Full Disclosure Laws in Franchising: An empirical evaluation (with John R Nevin)

Franchising: Promises, problems, prospects

Women and Franchising

The Impact of Fair Practice Laws on a Franchise Channel of Distribution (with John R Nevin and Robert W Reukert)

Legal Remedies for Deceptive and Unfair Practices in Franchising (with John R Nevin and Michael G Levas)

Behavioral Dimensions of Channels of Distribution: Review and synthesis (with Nina M Ray and Van R Wood)


Perspective of Other Scholars
Adel El-Ansary Patrick J Kaufmann Rajiv P Dant Barry Berman
Jim Brown interviews Shelby Hunt
VOLUME 5
Volume Introduction
Scott J Vitell
Informational versus Persuasive Advertising: An evaluation

Macromarketing as a Multi-Dimensional Construct

Why Consumers Believe They are Being Ripped Off (with John R Nevin)

The Macromarketing/Micromarketing Dichotomy: A taxonomical model (with John J Burnett)

Ethical Problems of Marketing Researchers (with Lawrence B Chonko and James B Wilcox)

Marketing and Machiavellianism (with Lawrence B Chonko)

Ethics and Marketing Management: An Empirical Examination (with Lawrence B Chonko)

A General Theory of Marketing Ethics (with Scott M Vitell)

Social Responsibility and Personal Success: Are they incompatible? (with Van R Wood and Lawrence B Chonko)

Ethics and the American Advertising Federation Principles (with Lawrence B Chonko and Roy D Howell)

Ethical Problems of Advertising Agency Executives (with Lawrence B Chonko)

Ethical Problems in Public Accounting: The View from the Top (with Don W Finn and Lawrence B Chonko)


Perspective of Other Scholars
Larry Chonko

Marilyn L Liebrenz-Himes

Terrence H Witkowski


Scott J. Vitel interviews Shelby Hunt
VOLUME 6
Volume Introduction
John R Sparks
Corporate Ethical Values and Organizational Commitment in Marketing (with Van R Wood and Lawrence B Chonko)

Social Responsibility and Personal Success: A research note (with Pamela Kiecker and Lawrence B Chonko)

The General Theory of Marketing Ethics: A partial test of the model (with Scott Vitell)

Commentary on an Empirical Investigation of a General Theory of Marketing Ethics

Cognitive Moral Development and Marketing (with Jerry R Goolsby)

Organizational Consequences, Marketing Ethics and Salesforce Supervision (with Arturo Vasquez-Parraga)

Marketing Researcher Ethical Sensitivity: Conceptualization, measurement and exploratory investigation (with John R Sparks)

Ethics and Marketing Management: A retrospective and prospective commentary (with Lawrence B Chonko)

Competitive Irrationality: The influence of moral philosophy (with Dennis B Arnett)

Experiential Learning and the Hunt-Vitell Theory of Ethics: Teaching marketing ethics by integrating theory and practice (with Debra A Laverie)

Personal Moral Codes and the Hunt-Vitell Theory of Ethics: Why do people's ethical judgments differ? (with Scott M Vitell)

The General Theory of Marketing Ethics: A revision and three questions (with Scott J Vitell)

Understanding Ethical Diversity in Organizations (with Jared M Hansen)


Perspective of Other Scholars
Linda Ferrell Anusorn Singhapakdi John Paul Fraedrich Arturo Z. Vasquez-Parraga N Craig Smith
John R. Sparks interviews Shelby Hunt
VOLUME 7
Volume Introduction
Rajan Varadarajan
Post-Transaction Communications and Dissonance Reduction

Attributional Processes and Effects in Promotional Situations (with Robert E Smith)

Organizational Commitment and Marketing (with Lawrence B Chonko and Van R Wood)

Metaphors and Competitive Advantage: Evaluating the use of metaphors in theories of competitive strategy (with Anil Menon)

Marketing's Contribution to Business Strategy: Market orientation, relationship marketing and resource-advantage theory (with C.J. Lambe)

Salesperson Cooperation: The influence of relational, task, organizational and personal factors (with Cengiz Yilmaz)

Alliance Competence, Resources and Alliance Success: Conceptualization, measurement and initial test (with C Jay Lambe and Robert E Spekman)

Determining Marketing Strategy: A cybernetic systems approach to scenario planning (with Robert E Morgan)

The Normative Imperatives of Business and Marketing Strategy: Grounding strategy in resource-advantage theory (with Caroline Derozier)

Market Segmentation, Competitive Advantage and Public Policy: Grounding segmentation strategy in resource-advantage theory (with Dennis B Arnett)

Market Segmentation Strategy and Resource- Advantage Theory: A response to Cadeaux and Dowling (with Dennis B Arnett)

The Service-Dominant Logic of Marketing: Theoretical foundations, pedagogy and resource-advantage theory (with Sreedhar Madhavaram)

Teaching Marketing Strategy: Using resource-advantage theory as an integrative theoretical foundation (with Sreedhar Madhavaram)

Inducing Salespeople to Sell Proprietary Products: Do transaction cost factors hinder? Do relational factors help? (with Steve Edison and Sreedhar Madhavaram)

The Service-Dominant Logic and a Hierarchy of Operant Resources: Developing masterful operant resources and implications for marketing strategy (with Sreedhar Madhavaram)


Perspective of Other Scholars
J. Chris White Terry Clark Martin Key Neil A. Morgan Charles H. Noble Douglas W. Vorhies
Rajan Varadarajan interviews Shelby Hunt
VOLUME 8
Volume Introduction
Robert M Morgan
The Commitment-Trust Theory of Relationship Marketing (with Robert M Morgan)

Organizational Commitment: One of Many Commitments (with Robert M Morgan)

Relationship Marketing in the Era of Network Competition (with Rpbert M Morgan)

Competing Through Relationships: Grounding Relationship Marketing in Resource Advantage Theory

Relationship-Based Competitive Advantage: The Role of Relationship Marketing in Marketing Strategy (with Robert M Morgan)

Interimistic Relational Exchange: Conceptualization and Propositional Development (with C J Lambe and Robert E Spekman)

A Theory and Model of Business Alliance Success (with Jay Lambe and C Michael Wittmann)

The Identity Salience Model of Relationship Marketing Success: The Case of Nonprofit Marketing (with Dennis B Arnett and Steve D German)

The Explanatory Foundations of Relationship Marketing Theory (with Dennis B Arnett and Sreedhar Madhavaram)

For Dynamic Relationship Marketing Theory: A Reply to Rese (with Dennis B Arnett and Sreedhar Madhavaram)


Perspective of Other Scholars
Lanterns on the Path: Shelby D. and G.K.G.
F Robert Dwyer
Hunt for Truth and Understanding
Evert Gummesson
A Journey to Theorize Relationship Marketing
Ming-Hui Hang
Relationship Marketing Success: Airline Alliance Implications
Jon Won Lim

Robert M. Morgan interviews Shelby Hunt
VOLUME 9
Volume Introduction
Robert M Morgan
The Comparative Advantage Theory of Competition (with Robert M Morgan)

The Resource-Advantage Theory of Competition: Toward explaining productivity and economic growth

The Resource-Advantage Theory of Competition, Dynamics, Path Dependencies and Evolutionary Dimensions (with Robert M Morgan)

Resource Advantage Theory: An evolutionary theory of competitive firm behavior?

Resource-Advantage Theory and the Wealth of Nations: Developing the socio-economic research tradition

Resource-Advantage Theory: A snake swallowing its tail or a general theory of competition? (with Robert M Morgan)

Evolutionary Economics, Endogenous Growth Models and Resource-Advantage Theory

Productivity, Economic Growth and Competition: Resource allocation or resource creation?

The Strategic Imperative and Sustainable Competitive Advantage: Public Policy Implications of Resource-Advantage Theory

The Competence-Based, Resource-Advantage and Neoclassical Theories of Competition: Toward a synthesis

A General Theory of Competition: Too eclectic or not eclectic enough? Too incremental or not incremental enough? Too neoclassical or not neoclassical enough?

Synthesizing Resource-Based, Evolutionary and Neoclassical Thought: Resource-advantage theory as a general theory of competition


Perspective of Other Scholars
Paul T.M. Ingenbleek

Victoria L. Crittenden

The Hunt for Understanding by Stephen L Vargo


Robert M Morgan interviews Shelby Hunt
VOLUME 10
Volume Introduction
O C Ferrell
The Comparative Advantage Theory of Competition (with Robert M Morgan)

The Resource-Advantage Theory of Competition: Toward Explaining Productivity and Economic Growth

The Resource-Advantage Theory of Competition, Dynamics, Path Dependencies and Evolutionary Dimensions (with Robert M Morgan)

Resource Advantage Theory: An evolutionary theory of competitive firm behavior?

Resource-Advantage Theory and the Wealth of Nations: Developing the socio-economic research tradition

Resource-Advantage Theory: A Snake Swallowing Its Tail or a General Theory of Competition? (with Robert M Morgan)

Evolutionary Economics, Endogenous Growth Models and Resource-Advantage Theory

Productivity, Economic Growth and Competition: Resource allocation or resource creation?

The Strategic Imperative and Sustainable Competitive Advantage: Public policy implications of resource-Advantage Theory

The Competence-Based, Resource-Advantage and Neoclassical Theories of Competition: Toward a synthesis

A General Theory of Competition: Too Eclectic or Not Eclectic Enough? Too Incremental or Not Incremental Enough? Too Neoclassical or Not Neoclassical Enough?

Synthesizing Resource-Based, Evolutionary and Neoclassical Thought: Resource-advantage theory as a general theory of competition


Perspective of Other Scholars
Victoria L Crittenden Stephen L Vargo Paul T M Ingenbleek
O.C. Ferrell interviews Shelby Hunt