Principles Involving Marketing Policies: An Empirical Assessment
AbstractWe 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 stateinents 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.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoPaper provided by EconWPA in its series General Economics and Teaching with number 0502037.
Length: 14 pages
Date of creation: 11 Feb 2005
Date of revision:
Note: Type of Document - pdf; pages: 14
Contact details of provider:
Web page: http://22.214.171.124
Marketing Principles; Price; Product; Promotion; Place;
Find related papers by JEL classification:
- A - General Economics and Teaching
This paper has been announced in the following NEP Reports:
- NEP-ALL-2005-04-16 (All new papers)
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Raymond R. Burke & Arvind Rangaswamy & Jerry Wind & Jehoshua Eliashberg, 1990. "A Knowledge-Based System for Advertising Design," Marketing Science, INFORMS, vol. 9(3), pages 212-229.
- JS Armstrong, 2005. "Quality Control Versus Innovation in Research on Marketing," General Economics and Teaching 0502050, EconWPA.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (EconWPA).
If references are entirely missing, you can add them using this form.