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| Tekijä: | McIntyre, S. H. Sutherland, M. |
| Otsikko: | A critical analysis into the accumulation of marketing knowledge at the level of the firm |
| Lehti: | Marketing Theory
2002 : VOL. 2:4, p. 403-418 |
| Asiasana: | MARKETING INFORMATION SYSTEMS MARKET ORIENTATION MARKETING THEORY |
| Kieli: | eng |
| Tiivistelmä: | Rossiter (2001) points out that marketing, as a discipline, has been unimpressive to date at formulating a body of generalizable marketing knowledge. The authors agree that this is the case, not only at the highest level of generalizable knowledge, but also at the brand level within the firm. The authors address the firm-level of marketing knowledge. In keeping with a suggestion by the AMA Task Force on Marketing Knowledge (1988) and the belief that a problem correctly identified is a problem half solved, the authors identify and discuss six impediments to the accumulation of marketing knowledge at the level of the firm. The authors suggest remedies for these impediments and conclude with an example of a marketing knowledge system that one large retail firm employs. |
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