Theory and History in Marketing: Reply
نویسنده
چکیده
∗ From Managerial and Decision Economics, 6:3, September 1985, 186–188. See J. H. Runde, “Theory and History in Marketing: a Comment,” Ibid., 183-85, which preceded this Reply, and Runde, “Theory and History in Marketing: Rejoinder,” Ibid., 189-90, which followed. In essence, my article ‘Theory and History in Marketing' (Kirkpatrick, 1983), which Professor Runde now challenges, states the following:
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