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Bridging the marketing theory-practice gap with marketing engineering

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  • Lilien, Gary L.
  • Rangaswamy, Arvind
  • van Bruggen, Gerrit H.
  • Wierenga, Berend

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  • Lilien, Gary L. & Rangaswamy, Arvind & van Bruggen, Gerrit H. & Wierenga, Berend, 2002. "Bridging the marketing theory-practice gap with marketing engineering," Journal of Business Research, Elsevier, vol. 55(2), pages 111-121, February.
    • Handle: RePEc:eee:jbrese:v:55:y:2002:i:2:p:111-121
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    1. Jerry Wind & Paul E. Green & Douglas Shifflet & Marsha Scarbrough, 1989. "Courtyard by Marriott : Designing a Hotel Facility with Consumer-Based Marketing Models," Interfaces, INFORMS, vol. 19(1), pages 25-47, February.
    2. Ramesh Sharda & Steve H. Barr & James C. McDonnell, 1988. "Decision Support System Effectiveness: A Review and an Empirical Test," Management Science, INFORMS, vol. 34(2), pages 139-159, February.
    3. Berend Wierenga & Gerrit H. Van Bruggen & Richard Staelin, 1999. "The Success of Marketing Management Support Systems," Marketing Science, INFORMS, vol. 18(3), pages 196-207.
    4. Gerrit H. van Bruggen & Ale Smidts & Berend Wierenga, 1998. "Improving Decision Making by Means of a Marketing Decision Support System," Management Science, INFORMS, vol. 44(5), pages 645-658, May.
    5. John D. C. Little, 1970. "Models and Managers: The Concept of a Decision Calculus," Management Science, INFORMS, vol. 16(8), pages 466-485, April.
    6. Leonard M. Lodish & Ellen Curtis & Michael Ness & M. Kerry Simpson, 1988. "Sales Force Sizing and Deployment Using a Decision Calculus Model at Syntex Laboratories," Interfaces, INFORMS, vol. 18(1), pages 5-20, February.
    7. Shelby H. McIntyre, 1982. "An Experimental Study of the Impact of Judgment-Based Marketing Models," Management Science, INFORMS, vol. 28(1), pages 17-33, January.
    8. Dennis H. Gensch & Nicola Aversa & Steven P. Moore, 1990. "A Choice-Modeling Market Information System That Enabled ABB Electric to Expand Its Market Share," Interfaces, INFORMS, vol. 20(1), pages 6-25, February.
    9. 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.
    10. Robert C. Blattberg & Stephen J. Hoch, 1990. "Database Models and Managerial Intuition: 50% Model + 50% Manager," Management Science, INFORMS, vol. 36(8), pages 887-899, August.
    11. Dipankar Chakravarti & Andrew Mitchell & Richard Staelin, 1979. "Judgment Based Marketing Decision Models: An Experimental Investigation of the Decision Calculus Approach," Management Science, INFORMS, vol. 25(3), pages 251-263, March.
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    Cited by:

    1. Ian Wilkinson & Louise Young, 2012. "Toward A Normative Theory of Normative Marketing Theory," Papers 1205.5821, arXiv.org.
    2. Dapeng Cui & David Curry, 2005. "Prediction in Marketing Using the Support Vector Machine," Marketing Science, INFORMS, vol. 24(4), pages 595-615, January.
    3. Stephen L. Vargo, 2020. "Assessing and advancing marketing’s value propositions: a disciplinary dialog," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 149-150, December.
    4. TANASE, George Cosmin, 2016. "Improving Decisions with Marketing InformationJournal: Romanian Distribution Committee Magazine Volume 7 Issue 1," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 7(1), pages 18-21, April.
    5. Marcel Lichters & Marko Sarstedt & Bodo Vogt, 2015. "On the practical relevance of the attraction effect: A cautionary note and guidelines for context effect experiments," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 5(1), pages 1-19, June.
    6. Marcel Lichters & Marko Sarstedt & Bodo Vogt, 2015. "On the practical relevance of the attraction effect: A cautionary note and guidelines for context effect experiments," AMS Review, Springer;Academy of Marketing Science, vol. 5(1), pages 1-19, June.

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