Marketing Theory

Marketing research and theory

November 12, 2015

  I was inspired by the article (or open letter) written by Terry H. Grapentine and R. Kenneth Teas entitled “From Information to Theory: it’s time for a new definition of marketing research” which appears on the AMA’s website, (accessed October 2012).  The authors debate the importance of theory in marketing research and urge for the rightful place of “theory” and the “creation of knowledge” in the American Marketing Association’s definition of marketing research.    They propose a new definition of marketing [READ MORE]