Principles Involving Marketing Policies: An Empirical Assessment

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JS Armstrong; Randall L. Schultz;
  • Subject: Marketing Principles, Price, Product, Promotion, Place
    • jel: jel:A

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 b... View more
  • References (22)
    22 references, page 1 of 3

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