search query: @indexterm OPERATIONAL RESEARCH / total: 1454
reference: 53 / 1454
| Author: | Uncles, M. |
| Title: | From marketing knowledge to marketing principles |
| Journal: | Marketing Theory
2002 : VOL. 2:4, p. 345-353 |
| Index terms: | MARKETING KNOWLEDGE OPERATIONAL RESEARCH |
| Language: | eng |
| Abstract: | A bold and ambitious project, the Marketing Knowledge Project, is envisaged by Rossiter. It concerns the knowledge upon which the authors' discipline is based. Stage I of the project, the focus of his article, is to define the forms of marketing knowledge. Stage II is to have a panel of experts reach agreement on the content of marketing knowledge. The development of an operational test of marketing knowledge is planned for Stage III. The motivation for this project is laudable. Through textbooks, dictionaries, courses, expert systems, and decision-support systems the authors strive to convey marketing knowledge. The existence of dictionaries of marketing and business implies that the authors believe the authors can codify marketing knowledge. |
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