From time to time, I like to wander the Internet, observing what other business disciplines are doing in terms of electronic communications. As you might expect, the MIS discipline has some very interesting online resources available. One site that I discovered during my most recent wandering presented "Theories Used in MIS," where site contributors explained various theories appearing in MIS literature. 

No idea is too subtle or too simple for me to borrow, so, naturally, it occurred to me to put a section on the ARC, under Research, for marketing theories. This new section has been populated with some "sample" theories. Each one includes three subsections: a summary, key citations, and an extended literature list. 

Now, I have my own favorite theories (as, no doubt, you do), but I would be the last person to claim to be knowledgeable about everything that goes on in marketing. That is why the new ARC Theory section is ideal for doctoral student involvement. Part of being a doctoral student is becoming familiar with the literature, especially as it pertains to key theories used in marketing research. In fact, I would submit that contributing to this section of the ARC would make a great PhD seminar assignment.

Take a look at the main ARC Theories page at http://www.marketingpower.com/content31904.php and get your graduate students (or yourself) involved in contributing to the ARC! It is a good idea—in theory and in practice.

-Charles Hofacker ARC Editor