Paving the way for "distinguished marketing"Leeflang, P., Jun-2011, In : International Journal of Research in Marketing. 28, 2, p. 76-88 13 p.
Research output: Contribution to journal › Article › Academic › peer-review
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.
|Number of pages||13|
|Journal||International Journal of Research in Marketing|
|Publication status||Published - Jun-2011|
- 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