市場營銷理論為發(fā)展和傳播市場營銷理論的另類和批判性觀點提供了一個經(jīng)過同行評審的專業(yè)學術(shù)媒介和主要參考。越來越多的研究人員和管理從業(yè)人員認為，傳統(tǒng)營銷理論往往不適合現(xiàn)代商業(yè)環(huán)境的挑戰(zhàn)。市場營銷理論通過對現(xiàn)有理論的批判性分析，為致力于將市場營銷作為一門學科加以發(fā)展和改造的管理和社會科學家創(chuàng)造了一個高質(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.