About this document
Formal Theory in Marketing Transactions by Ştefan Miron is a document available to read on EtoBox.
This document outlines the initial steps in developing a formal theory of marketing transactions and transvections. It discusses two approaches to constructing formal theories - an atomistic approach that builds theory from simple elements in a step-by-step deductive process, and a molar approach that starts with desired results and works backwards. The authors argue that a molar approach is better suited for developing marketing theory given the field
- Author
- Ştefan Miron
- Language
- EN