A Study of Marketing Generalizations

This paper deals with what is known as opposed to what is thought about marketing. The distinction is not subtle. The knowledge of a field is defined in terms of scientific generalizations, whereas theory or thought is necessarily speculative. We argue that marketing generalizations logically preced...

Full description

Saved in:
Bibliographic Details
Published in:Journal of marketing 1980-01, Vol.44 (1), p.10-18
Main Authors: Leone, Robert P., Schultz, Randall L.
Format: Article
Language:English
Subjects:
Advertising
Advertising research
Advertising to sales ratios
Brands
Cigarettes
Economic models
Economic research
Elasticity
Empirical evidence
Expenditures
Industrial market
Marketing
Marketing mixes
Modeling
Primary
Sales
Secondary
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:This paper deals with what is known as opposed to what is thought about marketing. The distinction is not subtle. The knowledge of a field is defined in terms of scientific generalizations, whereas theory or thought is necessarily speculative. We argue that marketing generalizations logically precede marketing theories and that marketing generalizations are marketing knowledge.
ISSN:0022-2429
1547-7185
DOI:10.1177/002224298004400102