What Constitutes Usable Knowledge in Macromarketing?
- 1 March 1981
- journal article
- Published by SAGE Publications in Journal of Macromarketing
- Vol. 1 (1) , 14-22
- https://doi.org/10.1177/027614678100100106
Abstract
Marketing science studies are usable to the practitioner only by chance. That field has become too narrowly focused a discipline. To be usable, macromarketing studies must remain open to the poetics, the "art" of the field. A transcending mental construct is required, one that enhances, not destroys, our scientific heritage.Keywords
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