Development of theoretical research on marketing in the USA and resolution of various problems:

Towards the creation of an original marketing theory

Abstract

　In this article, the author shows the development of the metalevel discussion that had a great influence on theoretical research of marketing, and mention problems and the solution in the theory creation. The role of the theoretical research of marketing is confirmed in Section 2, and an outline of the progress of the theoretical research and meta-research of the marketing in the United States is shown in Section 3. In Section 4, the problems of the method and the subject of research in the development are pointed out, and the solution is shown. In Section 5, possibility of the original marketing theory creation is examined in the direction of the solution.