Ana Isabel Costa () (Universidade de Evora, Departamento de Gestao and Aarhus School of Business, Department of Marketing and Statistics) Cesaltina Pires () (Universidade de Evora, Departamento de Gestao)
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This paper aims to provide evidence supporting the following: that recent theoretical, empirical and methodological advances in microeconomics are decisive to the progress of marketing science. That such a notion is not yet mainstream and uncontroversial, we contend, is more due to insufficient knowledge dissemination and outdated perceptions about irreconcilable differences between economists and psychologists than to lack of intrinsic value or cognitive appeal. Evidence is provided by describing these advances in a concise manner, showing how they can contribute to tackle complex marketing issues and providing examples from published matter in which this contribution already takes place.
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Paper provided by University of Evora, CEFAGE-UE (Portugal) in its series CEFAGE-UE Working Papers with number
2007_02.
Find related papers by JEL classification: M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing A11 - General Economics and Teaching - - General Economics - - - Role of Economics; Role of Economists
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