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The value of empirical generalizations in marketing

The value of empirical generalizations in marketing J. of the Acad. Mark. Sci. (2018) 46:6–8 DOI 10.1007/s11747-017-0567-0 EDITORIAL Dominique M. Hanssens Published online: 25 October 2017 Academy of Marketing Science 2017 Modern marketing science started in the early 1960s, with (mainly the finance function) in organizations and that el- Kristian Palda’s path-breaking book on the econometric evate marketing from a cost center to an investment func- measurement of advertising effects on sales (Palda 1964). tion. This is where empirical generalizations of marketing Since then, we have witnessed a proliferation of high- impact come to the rescue. An empirical generalization is Ba pattern of regularity quality articles and monographs on various marketing sci- ence topics. From an academic perspective, these publica- that repeats over different circumstances and that can be tions have collectively built a theoretical knowledge base described simply by mathematical, graphical, or symbolic about marketing that is, for the most part, grounded in the methods^ (Bass 1995). In a marketing context, empirical academic disciplines of psychology, economics, mathe- generalizations answer the question Bwhat tends to happen matics, and statistics. Examples include the developments to consumer behavior and, therefore, business perfor- in consumer choice modeling, in behavioral decision the- mance, when a firm, brand or other http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

The value of empirical generalizations in marketing

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References (9)

Publisher
Springer Journals
Copyright
Copyright © 2017 by Academy of Marketing Science
Subject
Business and Management; Business and Management, general; Marketing; Social Sciences, general
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1007/s11747-017-0567-0
Publisher site
See Article on Publisher Site

Abstract

J. of the Acad. Mark. Sci. (2018) 46:6–8 DOI 10.1007/s11747-017-0567-0 EDITORIAL Dominique M. Hanssens Published online: 25 October 2017 Academy of Marketing Science 2017 Modern marketing science started in the early 1960s, with (mainly the finance function) in organizations and that el- Kristian Palda’s path-breaking book on the econometric evate marketing from a cost center to an investment func- measurement of advertising effects on sales (Palda 1964). tion. This is where empirical generalizations of marketing Since then, we have witnessed a proliferation of high- impact come to the rescue. An empirical generalization is Ba pattern of regularity quality articles and monographs on various marketing sci- ence topics. From an academic perspective, these publica- that repeats over different circumstances and that can be tions have collectively built a theoretical knowledge base described simply by mathematical, graphical, or symbolic about marketing that is, for the most part, grounded in the methods^ (Bass 1995). In a marketing context, empirical academic disciplines of psychology, economics, mathe- generalizations answer the question Bwhat tends to happen matics, and statistics. Examples include the developments to consumer behavior and, therefore, business perfor- in consumer choice modeling, in behavioral decision the- mance, when a firm, brand or other

Journal

Journal of the Academy of Marketing Science – Springer Journals

Published: Oct 25, 2017

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