A Practitioner's Perspective of Marketing Theory Evolution

The study seeks to explore the history of marketing as a practice and development an academic discipline. research is set out decide whether or not theory empowers young practitioners. This literature review integrative synthesis considers impact that neoliberal modes governance have had on discipline marketing. revealed was built at turn 20th century when universities operated under paradigm where faculty were given freedom autonomy. These ideals helped form professional identity prior shift toward neoliberalism. Marketing moving defining its place in academics distinct discipline—and branch economics. Finally, with new definition marketing, concludes has yet developed overarching theory—nor it been able construct dynamically dependent economic theory.