Journal article
Principles involving marketing policies: An empirical assessment
Marketing letters, Vol.4(3), pp.253-265
07/1993
DOI: 10.1007/BF00999231
Abstract
We examined nine marketing textbooks, published since 1927, to see if they contained useful marketing principles. Four doctoral students found 566 normative statements about pricing, product, place, or promotion in these texts. None of these statements were supported by empirical evidence. Four raters agreed on only twenty of these 566 statements as providing meaningful principles. Twenty marketing professors rated whether the twenty meaningful principles were correct, supported by empirical evidence, useful, or surprising. None met all the criteria. Nine were judged to be nearly as correct when their wording was reversed.
Details
- Title: Subtitle
- Principles involving marketing policies: An empirical assessment
- Creators
- J. Scott Armstrong - University of PennsylvaniaRandall L. Schultz - University of Iowa
- Resource Type
- Journal article
- Publication Details
- Marketing letters, Vol.4(3), pp.253-265
- DOI
- 10.1007/BF00999231
- ISSN
- 0923-0645
- eISSN
- 1573-059X
- Number of pages
- 13
- Language
- English
- Date published
- 07/1993
- Academic Unit
- Marketing
- Record Identifier
- 9984963120402771
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