Principles Involving Marketing Policies: An Empirical Assessment

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Principles Involving Marketing Policies: An Empirical Assessment (1993)

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by Scott Armstrong The , J. Scott Armstrong , Randall L. Schultz

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@MISC{The93principlesinvolving,
    author = {Scott Armstrong The and J. Scott Armstrong and Randall L. Schultz},
    title = {Principles Involving Marketing Policies: An Empirical Assessment},
    year = {1993}
}

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Abstract

We examined nine marketing textbooks, published since 1927, to see if they contained useful marketing principles. Four doctoral students found 566 normative statements about pricing, product, place, or promotion in these texts. None of these stateinents were supported by empirical evidence. Four raters agreed on only twenty of these 566 statements as providing meaningful principles. Twenty marketing professors rated whether the twenty meaningful principles were correct, supported by empirical evidence, useful, or surprising. None met all the criteria. Nine were judged to be nearly as correct when their wording was reversed. 1. Introduction Does marketing contain a set of well-defined principles that can help managers to make better decisions? If so, are these principles communicated effectively? We assumed that the answer to the first question was "yes," and undertook a project to see how much progress has been made in developing marketing principles. Our goal was to develop an in...

Keyphrases

empirical assessment empirical evidence normative statement meaningful principle much progress marketing principle marketing professor marketing textbook first question well-defined principle doctoral student twenty meaningful principle useful marketing principle

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