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Knowledge Generation in Marketing

In: Quantitative Marketing and Marketing Management

Author

Listed:
  • Peter S. H. Leeflang

    (LUISS Guido Carli University Rome)

  • Alessandro M. Peluso

    (LUISS Guido Carli University Rome)

Abstract

In the present chapter, we briefly discuss how knowledge generation in marketing can be accomplished. In particular, we argue that generalizations offered by meta-analyses are very useful for managers in their decision making. To support this argument, we perform an empirical study on subjective estimations of price elasticities, advertising elasticities, and price promotion elasticities, showing that actual and future managers (i.e., master and PhD students) usually underestimate the effects of price changes, overestimate the impact of advertising, and heavily underestimate that of price promotions. We also demonstrate that subjective estimations improve after being confronted with the outcomes of meta-analyses.

Suggested Citation

  • Peter S. H. Leeflang & Alessandro M. Peluso, 2012. "Knowledge Generation in Marketing," Springer Books, in: Adamantios Diamantopoulos & Wolfgang Fritz & Lutz Hildebrandt (ed.), Quantitative Marketing and Marketing Management, edition 127, chapter 7, pages 149-170, Springer.
    • Handle: RePEc:spr:sprchp:978-3-8349-3722-3_7
    DOI: 10.1007/978-3-8349-3722-3_7
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