市場營銷理論為發展和傳播市場營銷理論的另類和批判性觀點提供了一個經過同行評審的專業學術媒介和主要參考。越來越多的研究人員和管理從業人員認為，傳統營銷理論往往不適合現代商業環境的挑戰。市場營銷理論通過對現有理論的批判性分析，為致力于將市場營銷作為一門學科加以發展和改造的管理和社會科學家創造了一個高質量、專門的出口。

Marketing Theory provides a fully peer-reviewed specialised academic medium and main reference for the development and dissemination of alternative and critical perspectives on marketing theory.There are a growing number of researchers and management practitioners who believe that conventional marketing theory is often ill-suited to the challenges of the modern business environment. Marketing Theory creates a high quality, specialist outlet for management and social scientists who are committed to developing and reformulating marketing as an academic discipline by critically analysing existing theory.