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Paving the way for "distinguished marketing"

Leeflang, P., Jun-2011, In : International Journal of Research in Marketing. 28, 2, p. 76-88 13 p.

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DOI

Over the last six decades, marketing concepts, tools, and knowledge have gone through tremendous developments. A general trend toward formalization has affected orientation and decision making and has clarified the relationship between marketing efforts and performance measures. This evolution has received strong support from concurrent revolutions in data collection and research techniques. This article outlines the formalization of the marketing discipline and proposes steps that will pave the way for future developments in marketing, toward what I call "distinguished marketing". (C) 2011 Elsevier B.V. All rights reserved.

Original languageEnglish
Pages (from-to)76-88
Number of pages13
JournalInternational Journal of Research in Marketing
Volume28
Issue number2
Publication statusPublished - Jun-2011

    Keywords

  • Marketing discipline, Marketing science, Knowledge generation, Market orientation, Marketing organization, LINEAR LEARNING MODEL, MANAGEMENT SUPPORT-SYSTEMS, SALES PROMOTION BUMP, WORD-OF-MOUTH, CUSTOMER ENGAGEMENT, BUYER BEHAVIOR, PARTNER SELECTION, BUSINESS CYCLES, STOCK-PRICES, STORE DATA

ID: 5368949