市場(chǎng)營(yíng)銷理論為發(fā)展和傳播市場(chǎng)營(yíng)銷理論的另類和批判性觀點(diǎn)提供了一個(gè)經(jīng)過(guò)同行評(píng)審的專業(yè)學(xué)術(shù)媒介和主要參考。越來(lái)越多的研究人員和管理從業(yè)人員認(rèn)為，傳統(tǒng)營(yíng)銷理論往往不適合現(xiàn)代商業(yè)環(huán)境的挑戰(zhàn)。市場(chǎng)營(yíng)銷理論通過(guò)對(duì)現(xiàn)有理論的批判性分析，為致力于將市場(chǎng)營(yíng)銷作為一門學(xué)科加以發(fā)展和改造的管理和社會(huì)科學(xué)家創(chuàng)造了一個(gè)高質(zhì)量、專門的出口。

Marketing Theory provides a fully peer-reviewed specialised academic medium and main reference for the development and dissemination of alternative and critical perspectives on marketing theory.There are a growing number of researchers and management practitioners who believe that conventional marketing theory is often ill-suited to the challenges of the modern business environment. Marketing Theory creates a high quality, specialist outlet for management and social scientists who are committed to developing and reformulating marketing as an academic discipline by critically analysing existing theory.