Abstract

The consumers’ behaviours and the world of business is becoming more and more complicated.  Marketing needs a theory to explain this complication, to make the efforts in marketing more efficient and to make quick and right decisions.  While a theory is explaining a phenomenon, it  is also developing the scientific understanding via systematic structures with predictive ability.  Explanation of marketing theory and formulation provide more efficient solutions to the problems appearing in marketing efforts and it helps to find out the basic causes of these problems The aim of the study is to reveal the issues discussed in marketing theory and to find out the basic opinions about marketing theory by examining approaches which  gain different point of views along with summarizing the basic arguments on these views.