haku: @indexterm DECISION MAKING / yhteensä: 3774
viite: 768 / 3774
| Tekijä: | Wierenga, B. |
| Otsikko: | On academic marketing knowledge and marketing knowledge that marketing managers use for decision- making |
| Lehti: | Marketing Theory
2002 : VOL. 2:4, p. 355-362 |
| Asiasana: | MARKETING KNOWLEDGE MARKETING MANAGEMENT DECISION MAKING |
| Kieli: | eng |
| Tiivistelmä: | The author states that restricting marketing knowledge to academic marketing knowledge is unnecessary and not productive. Marketing decision-makers in practice have a much richer treasure of marketing knowledge at their disposal than the codified 'body of knowledge' that has emerged from systematic academic research. However, agrees with Rossiter that 'marketing knowledge is absolutely fundamental to our discipline' (2001: 9). So, there is every reason to engage in a debate on this topic. The author will contribute his view on marketing knowledge in the next few pages. The paper provides a substantial list of references on this subject. |
SCIMA