A Study of Marketing Generalizations
Open Access
- 1 January 1980
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 44 (1) , 10-18
- https://doi.org/10.1177/002224298004400102
Abstract
This paper deals with what is known as opposed to what is thought about marketing. The distinction is not subtle. The knowledge of a field is defined in terms of scientific generalizations, whereas theory or thought is necessarily speculative. We argue that marketing generalizations logically precede marketing theories and that marketing generalizations are marketing knowledge.Keywords
This publication has 51 references indexed in Scilit:
- An Analysis of Retail Display Space: Theory and MethodsThe Journal of Business, 1979
- Econometric Measurement of the Duration of Advertising Effect on SalesJournal of Marketing Research, 1976
- The JMR's Editorial ObjectivesJournal of Marketing Research, 1976
- Increase in Sales Due to In-Store DisplayJournal of Marketing Research, 1975
- Sales-Advertising Cross-Elasticities and Advertising CompetitionJournal of Marketing Research, 1973
- Testing Distributed Lag Models of Advertising EffectJournal of Marketing Research, 1972
- Multivariate Analysis of Sales Responses of Competing Brands to AdvertisingJournal of Marketing Research, 1972
- Simultaneous-Equation Regression Analysis of Sales and AdvertisingApplied Economics, 1969
- Predicting Short-Term Changes in Market Share as a Function of Advertising StrategyJournal of Marketing Research, 1964
- Suppliers, Retailers, and Shelf SpaceJournal of Marketing, 1962