search query: @author Schultz, R. / total: 7
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| Author: | Armstrong, J. Schultz, R. |
| Title: | Principles involving marketing policies: an empirical assessment |
| Journal: | Marketing Letters
1993 : JUL, VOL. 4:3, p. 253-265 |
| Index terms: | MARKETING PRICES PROMOTION |
| Language: | eng |
| Abstract: | The authors examined nine marketing textbooks, published since 1927, to see if they contained useful marketing principles. Four doctoral students found 566 normative statements about pricing, product, place, or promotion in these texts. None of these statements were supported by empirical evidence. Four raters agreed on only twenty of these 566 statements as providing meaningful principles were correct, supported by empirical evidence, useful, or surprising. None met all the criteria. |
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