haku: @journal_id 1758 / yhteensä: 45
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| Tekijä: | Midgley, D. |
| Otsikko: | What to codify: marketing science or marketing engineering? |
| Lehti: | Marketing Theory
2002 : VOL. 2:4, p. 363-368 |
| Asiasana: | CODING MARKETING ANALYTICAL REVIEW KNOWLEDGE |
| Kieli: | eng |
| Tiivistelmä: | Rossiter has provided a stimulating and provocative 'call to arms' to our field. He envisages a brighter future where there is broad agreement about the definition of marketing concepts and where the authors' structural frameworks are 'comprehensive and proven'. More critically he asks us to develop the authors' own strategic and research 'principles', allowing us to offer good solutions for the diverse market and competitive situations in which marketing practitioners will find themselves. In other words, he urges that the authors codify the body of marketing knowledge into a more defined, systematic and useful form than exists at present. The author argues (1) that codification take different forms depending on one's purpose and (2) that for some purposes the returns from codification might be low. |
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