haku: @author Sisodia, R. S. / yhteensä: 5
viite: 3 / 5
| Tekijä: | Sheth, J. N. Sisodia, R. S. |
| Otsikko: | Revisiting marketing's lawlike generalizations |
| Lehti: | Journal of the Academy of Marketing Science
1999 : WINTER, VOL. 27:1, p. 71-87 |
| Asiasana: | Marketing Theories |
| Vapaa asiasana: | Disciplines |
| Kieli: | eng |
| Tiivistelmä: | Since being recognized as separate field of inquiry more than 75 years ago, marketing has made enormous strides in terms of becoming a scholarly discipline. Marketing scholars have used scientific approaches to discover and document number of regularities pertaining to consumer behaviour and marketing exchanges. Many regularities that have been empirically validated have achieved the status of "lawlike generalizations." In the article, there are first classified the generalizations into four categories: time centric, location centric, market centric, and competition centric. Then, it is argued that each category is now being affected by at least one major contextual discontinuity that is likely to challenge the relevance, if not validity, of these well-accepted lawlike generalizations. In addition, it is identified questions stemming from these discontinuities and also issued a call for further research to discover new insights and paradigms. |
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