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Marketing Science and the Ivory Tower

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Bibliographische Detailangaben
Zeitschriftentitel: Business Strategy Review
Personen und Körperschaften: Simon, Hermann
In: Business Strategy Review, 5, 1994, 1, S. 29-45
Format: E-Article
Sprache: Englisch
veröffentlicht:
Wiley
Schlagwörter:
Economics, Econometrics and Finance (miscellaneous)
Business, Management and Accounting (miscellaneous)
author_facet Simon, Hermann
Simon, Hermann
author Simon, Hermann
spellingShingle Simon, Hermann
Business Strategy Review
Marketing Science and the Ivory Tower
Economics, Econometrics and Finance (miscellaneous)
Business, Management and Accounting (miscellaneous)
author_sort simon, hermann
spelling Simon, Hermann 0955-6419 1467-8616 Wiley Economics, Econometrics and Finance (miscellaneous) Business, Management and Accounting (miscellaneous) http://dx.doi.org/10.1111/j.1467-8616.1994.tb00068.x <jats:p>How much has quantitative “marketing science” contributed to the practice of marketing? In my view, not much. In this article, based on extensive consulting experience, it is argued that well‐established quantitative techniques like econometric models and diffusion models have produced little of either practical or scientific value. Other quantitative techniques, such as conjoint analysis, have been more useful for marketing decision‐makers. But what is needed is a more pluralistic culture, drawing on a range of complementary disciplines.</jats:p> Marketing Science and the Ivory Tower Business Strategy Review
doi_str_mv 10.1111/j.1467-8616.1994.tb00068.x
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title Marketing Science and the Ivory Tower
title_unstemmed Marketing Science and the Ivory Tower
title_full Marketing Science and the Ivory Tower
title_fullStr Marketing Science and the Ivory Tower
title_full_unstemmed Marketing Science and the Ivory Tower
title_short Marketing Science and the Ivory Tower
title_sort marketing science and the ivory tower
topic Economics, Econometrics and Finance (miscellaneous)
Business, Management and Accounting (miscellaneous)
url http://dx.doi.org/10.1111/j.1467-8616.1994.tb00068.x
publishDate 1994
physical 29-45
description <jats:p>How much has quantitative “marketing science” contributed to the practice of marketing? In my view, not much. In this article, based on extensive consulting experience, it is argued that well‐established quantitative techniques like econometric models and diffusion models have produced little of either practical or scientific value. Other quantitative techniques, such as conjoint analysis, have been more useful for marketing decision‐makers. But what is needed is a more pluralistic culture, drawing on a range of complementary disciplines.</jats:p>
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description <jats:p>How much has quantitative “marketing science” contributed to the practice of marketing? In my view, not much. In this article, based on extensive consulting experience, it is argued that well‐established quantitative techniques like econometric models and diffusion models have produced little of either practical or scientific value. Other quantitative techniques, such as conjoint analysis, have been more useful for marketing decision‐makers. But what is needed is a more pluralistic culture, drawing on a range of complementary disciplines.</jats:p>
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spelling Simon, Hermann 0955-6419 1467-8616 Wiley Economics, Econometrics and Finance (miscellaneous) Business, Management and Accounting (miscellaneous) http://dx.doi.org/10.1111/j.1467-8616.1994.tb00068.x <jats:p>How much has quantitative “marketing science” contributed to the practice of marketing? In my view, not much. In this article, based on extensive consulting experience, it is argued that well‐established quantitative techniques like econometric models and diffusion models have produced little of either practical or scientific value. Other quantitative techniques, such as conjoint analysis, have been more useful for marketing decision‐makers. But what is needed is a more pluralistic culture, drawing on a range of complementary disciplines.</jats:p> Marketing Science and the Ivory Tower Business Strategy Review
spellingShingle Simon, Hermann, Business Strategy Review, Marketing Science and the Ivory Tower, Economics, Econometrics and Finance (miscellaneous), Business, Management and Accounting (miscellaneous)
title Marketing Science and the Ivory Tower
title_full Marketing Science and the Ivory Tower
title_fullStr Marketing Science and the Ivory Tower
title_full_unstemmed Marketing Science and the Ivory Tower
title_short Marketing Science and the Ivory Tower
title_sort marketing science and the ivory tower
title_unstemmed Marketing Science and the Ivory Tower
topic Economics, Econometrics and Finance (miscellaneous), Business, Management and Accounting (miscellaneous)
url http://dx.doi.org/10.1111/j.1467-8616.1994.tb00068.x