Toward a Formal Theory of Transactions and Transvections
نویسنده
چکیده
^Th is article presents the initicl sleps in the formollzation of a partial theory of marketing. The partial theory pertains to Ihe movement of goods and information through marketing channels, and the theory utilizes two basic concepts of marketing system behavior, namely, transactions and transvections. Current approochei to the problem of conitructing formol theories are compared and reasons ore given for choosing the "molar" opproach.
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تاریخ انتشار 2007