A Critical Analysis into the Accumulation of Marketing Knowledge at the Level of the Firm  

Oleh:

McIntyre, Shelby H. ; Sutherland, Max

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Marketing Theory vol. 2 no. 4 (Dec. 2002), page 403–418.
Topik: marketing guru; marketing information systems; marketing knowledge; marketing orientation; marketing practice; marketing theory
Fulltext: 403MT24.pdf (124.29KB)

Isi artikel

to date at formulating a body of generalizable marketing knowledge. We agree that this is the case, not only at the highest level of generalizable knowledge, but also at the brand level within the firm. We address the firm-level of marketing knowledge. In keeping with a suggestion by the AMA Task Force on Marketing Knowledge (1988) and the belief that a problem correctly identified is a problem half solved, we identify and discuss six impediments to the accumulation of marketing knowledge at the level of the firm. We suggest remedies for these impediments and conclude with an example of a marketing knowledge system that one large retail firm employs.

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