haku: @author Bass, F. / yhteensä: 6
viite: 5 / 6
| Tekijä: | Bass, F. |
| Otsikko: | Empirical generalizations and marketing science: a personal view |
| Lehti: | Marketing Science
1995 : VOL. 14:3/2-2, p. G6-G19 |
| Asiasana: | MARKETING SCIENCE THEORIES |
| Kieli: | eng |
| Tiivistelmä: | Over the past 30 years or so the volume of serious scholarly research in marketing has expanded tremendously. Modelling activity, in particular, has grown to the point where there is now a critical mass of scholars who pursue marketing issues through marketing models. One increasingly finds the word "science" used in conjunction with the word "marketing". Several companies have established marketing science groups. There is a Marketing Science Institute and a scholarly journal, Marketing Science. |
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