haku: @author Rossiter, J. R. / yhteensä: 9
viite: 5 / 9
| Tekijä: | Rossiter, J. R. |
| Otsikko: | What is marketing knowledge? Stage I: forms of marketing knowledge |
| Lehti: | Marketing Theory
2001 : VOL. 1:1, p. 9-26 |
| Asiasana: | MARKETING KNOWLEDGE ANALYTICAL REVIEW RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | Marketing knowledge is the foundation of our discipline. However, there is not yet clear agreement about what marketing knowledge is. Three stages are envisioned in a project to investigate marketing knowledge: identification of the forms of marketing knowledge, specification of and agreement on the content, and development of a comprehensive test to measure acquisition of marketing knowledge. This article attempts the first stage, proposing that the four forms of marketing knowledge are: marketing concepts, structural frameworks, strategic principles, and research principles. The paper provides a substantial list if references on this subject. |
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