In response to Kohli and Haenlein (2021), this paper addresses how, at this point in timemarketing can be maximally useful, both for contributing to the body-of-knowledge of marketing and for solving practical marketing problems. I first discuss the three current major dynamics in marketing and how to deal with them: (i) Vertical drift (movement away from marketing in the direction of its supplying disciplines); (ii) Lateral drift (new business fields becoming active in native marketing territories); and (iii) The ICT revolution. Next, the paper examines the alleged low tide of marketing theory and discuss how, in the absence of new grand theories but in an abundance of studies on specialized marketing problems, the field can organically develop marketing knowledge. Finally, the paper investigates the role of subdomains in marketing and related issues of the unity of the field and the self-identity of marketing scholars. The paper produces several recommendations, summarized in the last section.

为了回应Kohli和Haenlein（2021），本文探讨了在这种情况下，时间营销可以发挥最大的作用，既有助于促进营销知识体系的发展，又可以解决实际的营销问题。我首先讨论当前市场营销的三个主要动态以及如何应对它们：（i）垂直漂移（朝着供应学科的方向远离市场营销）；（ii）横向漂移（新业务领域在本地营销领域变得活跃）；（iii）信息通信技术革命。接下来，本文研究了所谓的营销理论的低潮，并讨论了在没有新的盛大理论但又有大量有关专业营销问题的研究中，该领域如何有机地发展营销知识的问题。最后，本文研究了子域在市场营销中的作用以及相关领域的统一性和市场营销学者的自我认同。本文提出了一些建议，最后一节总结了这些建议。