Developing an Integrative Marketing Theory: Re-conceptualizing Valuation, Market Theory and Exchange

Leon Miller

doi:doi:10.11648/j.ijafrm.20180302.11

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Developing an Integrative Marketing Theory: Re-conceptualizing Valuation, Market Theory and Exchange

Leon Miller

Published in International Journal of Accounting, Finance and Risk Management (Volume 3, Issue 2)

Received: 14 September 2018 Accepted: 28 September 2018 Published: 23 October 2018

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Abstract

Marketing specialists play a vanguard role in heralding a new perspective on exchange that prompts a re-conceptualization of valuation, marketing theory, and economic value theory. However the literature is inadequate in doing so in terms that are relevant for practitioners how the conceptualizations can be developed into a theoretical model for improving organizational and social-economic performance. This article contributes to marketing literature and to literature explaining how to improve organizational and social-economic performance by proposing a strategy by which the marketing perspective on exchange and valuation can be developed into a framework for an integrative marketing theory. That is to say that the article explains how and why marketing conceptualizations of valuation and exchange provide a source for determining the factors that apply as a multi-level and multi-dimensional approach to improving performance (i.e. increasing the performance of organizations and institutions in ways that create satisfactory and beneficial outcomes for a larger number of social stakeholders). This article is designed as an exploratory study of historical and contemporary conceptualizations of exchange, the market, and valuation as the means of collecting the necessary conceptual data for developing an integrative marketing theory. The exploratory study is the means for determining factors that can be applied as a multi-dimensional strategy for performance improvement. The conceptual data is triangulated to determine the conceptual categories that are expressed as factors that can be employed as a marketing model for satisfying the interests of stakeholders. In addition the article contributes to scholarship on marketing ethics by indicating how marketing theory increases the competitive advantage of businesses in a way that satisfies concerns regarding social responsibility.

Published in	International Journal of Accounting, Finance and Risk Management (Volume 3, Issue 2)
DOI	10.11648/j.ijafrm.20180302.11
Page(s)	5-15
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2018. Published by Science Publishing Group

Keywords

Co-generative, Functionalism, Formal Categorizations, Axiomatic System, Bridging Mechanism

References

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Leon Miller. (2018). Developing an Integrative Marketing Theory: Re-conceptualizing Valuation, Market Theory and Exchange. International Journal of Accounting, Finance and Risk Management, 3(2), 5-15. https://doi.org/10.11648/j.ijafrm.20180302.11

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Leon Miller. Developing an Integrative Marketing Theory: Re-conceptualizing Valuation, Market Theory and Exchange. Int. J. Account. Finance Risk Manag. 2018, 3(2), 5-15. doi: 10.11648/j.ijafrm.20180302.11

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Leon Miller. Developing an Integrative Marketing Theory: Re-conceptualizing Valuation, Market Theory and Exchange. Int J Account Finance Risk Manag. 2018;3(2):5-15. doi: 10.11648/j.ijafrm.20180302.11

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@article{10.11648/j.ijafrm.20180302.11,
  author = {Leon Miller},
  title = {Developing an Integrative Marketing Theory: Re-conceptualizing Valuation, Market Theory and Exchange},
  journal = {International Journal of Accounting, Finance and Risk Management},
  volume = {3},
  number = {2},
  pages = {5-15},
  doi = {10.11648/j.ijafrm.20180302.11},
  url = {https://doi.org/10.11648/j.ijafrm.20180302.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijafrm.20180302.11},
  abstract = {Marketing specialists play a vanguard role in heralding a new perspective on exchange that prompts a re-conceptualization of valuation, marketing theory, and economic value theory. However the literature is inadequate in doing so in terms that are relevant for practitioners how the conceptualizations can be developed into a theoretical model for improving organizational and social-economic performance. This article contributes to marketing literature and to literature explaining how to improve organizational and social-economic performance by proposing a strategy by which the marketing perspective on exchange and valuation can be developed into a framework for an integrative marketing theory. That is to say that the article explains how and why marketing conceptualizations of valuation and exchange provide a source for determining the factors that apply as a multi-level and multi-dimensional approach to improving performance (i.e. increasing the performance of organizations and institutions in ways that create satisfactory and beneficial outcomes for a larger number of social stakeholders). This article is designed as an exploratory study of historical and contemporary conceptualizations of exchange, the market, and valuation as the means of collecting the necessary conceptual data for developing an integrative marketing theory. The exploratory study is the means for determining factors that can be applied as a multi-dimensional strategy for performance improvement. The conceptual data is triangulated to determine the conceptual categories that are expressed as factors that can be employed as a marketing model for satisfying the interests of stakeholders. In addition the article contributes to scholarship on marketing ethics by indicating how marketing theory increases the competitive advantage of businesses in a way that satisfies concerns regarding social responsibility.},
 year = {2018}
}

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TY  - JOUR
T1  - Developing an Integrative Marketing Theory: Re-conceptualizing Valuation, Market Theory and Exchange
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Leon Miller

School of Business and Governance, Tallinn University of Technology, Tallinn, Estonia

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Leon Miller. (2018). Developing an Integrative Marketing Theory: Re-conceptualizing Valuation, Market Theory and Exchange. International Journal of Accounting, Finance and Risk Management, 3(2), 5-15. https://doi.org/10.11648/j.ijafrm.20180302.11

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Leon Miller. Developing an Integrative Marketing Theory: Re-conceptualizing Valuation, Market Theory and Exchange. Int. J. Account. Finance Risk Manag. 2018, 3(2), 5-15. doi: 10.11648/j.ijafrm.20180302.11

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Leon Miller. Developing an Integrative Marketing Theory: Re-conceptualizing Valuation, Market Theory and Exchange. Int J Account Finance Risk Manag. 2018;3(2):5-15. doi: 10.11648/j.ijafrm.20180302.11

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@article{10.11648/j.ijafrm.20180302.11,
  author = {Leon Miller},
  title = {Developing an Integrative Marketing Theory: Re-conceptualizing Valuation, Market Theory and Exchange},
  journal = {International Journal of Accounting, Finance and Risk Management},
  volume = {3},
  number = {2},
  pages = {5-15},
  doi = {10.11648/j.ijafrm.20180302.11},
  url = {https://doi.org/10.11648/j.ijafrm.20180302.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijafrm.20180302.11},
  abstract = {Marketing specialists play a vanguard role in heralding a new perspective on exchange that prompts a re-conceptualization of valuation, marketing theory, and economic value theory. However the literature is inadequate in doing so in terms that are relevant for practitioners how the conceptualizations can be developed into a theoretical model for improving organizational and social-economic performance. This article contributes to marketing literature and to literature explaining how to improve organizational and social-economic performance by proposing a strategy by which the marketing perspective on exchange and valuation can be developed into a framework for an integrative marketing theory. That is to say that the article explains how and why marketing conceptualizations of valuation and exchange provide a source for determining the factors that apply as a multi-level and multi-dimensional approach to improving performance (i.e. increasing the performance of organizations and institutions in ways that create satisfactory and beneficial outcomes for a larger number of social stakeholders). This article is designed as an exploratory study of historical and contemporary conceptualizations of exchange, the market, and valuation as the means of collecting the necessary conceptual data for developing an integrative marketing theory. The exploratory study is the means for determining factors that can be applied as a multi-dimensional strategy for performance improvement. The conceptual data is triangulated to determine the conceptual categories that are expressed as factors that can be employed as a marketing model for satisfying the interests of stakeholders. In addition the article contributes to scholarship on marketing ethics by indicating how marketing theory increases the competitive advantage of businesses in a way that satisfies concerns regarding social responsibility.},
 year = {2018}
}

Copy | Download

TY  - JOUR
T1  - Developing an Integrative Marketing Theory: Re-conceptualizing Valuation, Market Theory and Exchange
AU  - Leon Miller
Y1  - 2018/10/23
PY  - 2018
N1  - https://doi.org/10.11648/j.ijafrm.20180302.11
DO  - 10.11648/j.ijafrm.20180302.11
T2  - International Journal of Accounting, Finance and Risk Management
JF  - International Journal of Accounting, Finance and Risk Management
JO  - International Journal of Accounting, Finance and Risk Management
SP  - 5
EP  - 15
PB  - Science Publishing Group
SN  - 2578-9376
UR  - https://doi.org/10.11648/j.ijafrm.20180302.11
AB  - Marketing specialists play a vanguard role in heralding a new perspective on exchange that prompts a re-conceptualization of valuation, marketing theory, and economic value theory. However the literature is inadequate in doing so in terms that are relevant for practitioners how the conceptualizations can be developed into a theoretical model for improving organizational and social-economic performance. This article contributes to marketing literature and to literature explaining how to improve organizational and social-economic performance by proposing a strategy by which the marketing perspective on exchange and valuation can be developed into a framework for an integrative marketing theory. That is to say that the article explains how and why marketing conceptualizations of valuation and exchange provide a source for determining the factors that apply as a multi-level and multi-dimensional approach to improving performance (i.e. increasing the performance of organizations and institutions in ways that create satisfactory and beneficial outcomes for a larger number of social stakeholders). This article is designed as an exploratory study of historical and contemporary conceptualizations of exchange, the market, and valuation as the means of collecting the necessary conceptual data for developing an integrative marketing theory. The exploratory study is the means for determining factors that can be applied as a multi-dimensional strategy for performance improvement. The conceptual data is triangulated to determine the conceptual categories that are expressed as factors that can be employed as a marketing model for satisfying the interests of stakeholders. In addition the article contributes to scholarship on marketing ethics by indicating how marketing theory increases the competitive advantage of businesses in a way that satisfies concerns regarding social responsibility.
VL  - 3
IS  - 2
ER  -

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