Theory and history in marketing
作者:
Jerry Kirkpatrick,
期刊:
Managerial and Decision Economics
(WILEY Available online 1983)
卷期:
Volume 4,
issue 1
页码: 44-49
ISSN:0143-6570
年代: 1983
DOI:10.1002/mde.4090040106
出版商: John Wiley&Sons, Ltd.
数据来源: WILEY
摘要:
AbstractThis article presents a theoretical foundation for marketing based on the ideas of the Austrian school of economists. After a discussion of the methodological foundations of Austrian economics, which reject the statistical and experimental methods of the physical sciences as the means to verify theory in the social sciences, the article presents the Austrians' principle of methodological individualism, which provides the basis for a theory of entrepreneurship and marketing.
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