What is Marketing Knowledge?: Stage I: Forms of Marketing Knowledge  

Oleh:

Rossiter, John R.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Marketing Theory vol. 1 no. 1 (Sep. 2001), page 9–26.
Topik: concepts; frameworks; knowledge; principles; theory
Fulltext: 9MT11.pdf (121.21KB)

Isi artikel

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.

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