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| Tekijä: | Rossiter, J. R. |
| Otsikko: | The five forms of transmissible, usable marketing knowledge |
| Lehti: | Marketing Theory
2002 : VOL. 2:4, p. 369-380 |
| Asiasana: | MARKETING KNOWLEDGE ANALYTICAL REVIEW |
| Kieli: | eng |
| Tiivistelmä: | This is a reply to the commentary articles by my colleagues Brodie, Uncles, Wierenga, and Midgley. For convenience and with respect, their surnames are used throughout; each is a first-name friend of the author and a member of the Marketing Knowledge Project's international academic committee, though this closeness clearly did not limit their strong criticisms. This article addresses their criticisms and, it will be stated at the outset, provides a defense of the author's approach. The commentary articles are discussed in their order of publication, which does not imply any dimension of priority. Each of the articles argue that Rossiter's (2001) derivation of the forms of marketing knowledge is too restrictive. |
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