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Principles Involving Marketing Policies: An Empirical Assessment

Author

Listed:
  • JS Armstrong

    (The Wharton School)

  • Randall L. Schultz

    (College of Business Administration, University of Iowa)

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.

Suggested Citation

  • JS Armstrong & Randall L. Schultz, 2005. "Principles Involving Marketing Policies: An Empirical Assessment," General Economics and Teaching 0502037, University Library of Munich, Germany.
    • Handle: RePEc:wpa:wuwpgt:0502037
    Note: Type of Document - pdf; pages: 14
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    File URL: https://econwpa.ub.uni-muenchen.de/econ-wp/get/papers/0502/0502037.pdf
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    References listed on IDEAS

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    1. Raymond R. Burke & Arvind Rangaswamy & Jerry Wind & Jehoshua Eliashberg, 1990. "A Knowledge-Based System for Advertising Design," Marketing Science, INFORMS, vol. 9(3), pages 212-229.
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    Cited by:

    1. JS Armstrong, 2005. "Quality Control Versus Innovation in Research on Marketing," General Economics and Teaching 0502050, University Library of Munich, Germany.

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    More about this item

    Keywords

    Marketing Principles; Price; Product; Promotion; Place;
    All these keywords.

    JEL classification:

    • A - General Economics and Teaching

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