Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
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Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
78FP
Dc
Marketing Doctrine
Family
5. Learning and Knowledge (II · Resources and Orientation)
Era
Period 6: Engagement and Networks, 2010s
Block
FP · Formulation, process
Tier
Emerging or specialized
Cell card
Description
They introduced marketing doctrine, a firm's unique principles that guide marketing decision making across contexts, as a construct that sits between strategy and tactics.
Managerial Implications
A marketing doctrine is a set of shared principles that guide marketing decisions across the firm, filling the gap between broad strategy and local tactics. It reduces inconsistency across units and speeds decisions. Managers should articulate the firm's principles, such as how to price, when to discount, and what the brand will not do, and communicate them so that decentralized teams make consistent choices without central approval.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
