In search of relevance and rigour for research in marketing

Marketing Intelligence and Planning - Tập 22 Số 5 - Trang 568-578 - 2004
Constantine S. Katsikeas1, Matthew J. Robson1, James M. Hulbert2
1Cardiff Business School, Cardiff University, Cardiff, UK
2Graduate School of Business, Columbia University, New York, USA

Tóm tắt

There is concern that academic research in marketing does not sufficiently support firms confronting today's hostile business conditions. This paper offers a perspective on enhancing the relevance and rigour of research in marketing. It takes the view that rigorous research conducted on issues relevant to practising managers is especially valuable for the marketing discipline's future development and status. Emphasis is placed on identifying a number of “hot” topics worthy of future investigation, accomplished by a brainstorming workshop involving a large number of distinguished marketing professors. Areas identified were global marketing strategy, consumer behaviour and marketing strategy. It is hoped that the identification and discussion of these topics will spark greater research on fundamental marketing issues, and that the allied explication of research rigour will likewise enhance the efficacy of research in marketing.

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Marketing Intelligence and Planning

Tập 22 Số 5

568-578

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