Paving the way for "distinguished marketing"

Peter Leeflang

doi:10.1016/j.ijresmar.2011.02.004

Paving the way for "distinguished marketing"

Peter Leeflang^*

^*Corresponding author for this work

Faculty of Economics and Business

Research output: Contribution to journal › Article › Academic › peer-review

53 Citations (Scopus)

Abstract

Over the last six decades, marketing concepts, tools, and knowledge have gone through tremendous developments. A general trend toward formalization has affected orientation and decision making and has clarified the relationship between marketing efforts and performance measures. This evolution has received strong support from concurrent revolutions in data collection and research techniques. This article outlines the formalization of the marketing discipline and proposes steps that will pave the way for future developments in marketing, toward what I call "distinguished marketing". (C) 2011 Elsevier B.V. All rights reserved.

Original language	English
Pages (from-to)	76-88
Number of pages	13
Journal	International Journal of Research in Marketing
Volume	28
Issue number	2
DOIs	https://doi.org/10.1016/j.ijresmar.2011.02.004
Publication status	Published - Jun-2011

Keywords

Marketing discipline
Marketing science
Knowledge generation
Market orientation
Marketing organization
LINEAR LEARNING MODEL
MANAGEMENT SUPPORT-SYSTEMS
SALES PROMOTION BUMP
WORD-OF-MOUTH
CUSTOMER ENGAGEMENT
BUYER BEHAVIOR
PARTNER SELECTION
BUSINESS CYCLES
STOCK-PRICES
STORE DATA

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10.1016/j.ijresmar.2011.02.004

Paving the way for distinguished marketingFinal publisher's version, 345 KBLicence: Taverne

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title = "Paving the way for {"}distinguished marketing{"}",

abstract = "Over the last six decades, marketing concepts, tools, and knowledge have gone through tremendous developments. A general trend toward formalization has affected orientation and decision making and has clarified the relationship between marketing efforts and performance measures. This evolution has received strong support from concurrent revolutions in data collection and research techniques. This article outlines the formalization of the marketing discipline and proposes steps that will pave the way for future developments in marketing, toward what I call {"}distinguished marketing{"}. (C) 2011 Elsevier B.V. All rights reserved.",

keywords = "Marketing discipline, Marketing science, Knowledge generation, Market orientation, Marketing organization, LINEAR LEARNING MODEL, MANAGEMENT SUPPORT-SYSTEMS, SALES PROMOTION BUMP, WORD-OF-MOUTH, CUSTOMER ENGAGEMENT, BUYER BEHAVIOR, PARTNER SELECTION, BUSINESS CYCLES, STOCK-PRICES, STORE DATA",

author = "Peter Leeflang",

year = "2011",

month = jun,

doi = "10.1016/j.ijresmar.2011.02.004",

language = "English",

volume = "28",

pages = "76--88",

journal = "International Journal of Research in Marketing",

issn = "0167-8116",

publisher = "ELSEVIER SCIENCE BV",

number = "2",

}

TY - JOUR

T1 - Paving the way for "distinguished marketing"

AU - Leeflang, Peter

PY - 2011/6

Y1 - 2011/6

N2 - Over the last six decades, marketing concepts, tools, and knowledge have gone through tremendous developments. A general trend toward formalization has affected orientation and decision making and has clarified the relationship between marketing efforts and performance measures. This evolution has received strong support from concurrent revolutions in data collection and research techniques. This article outlines the formalization of the marketing discipline and proposes steps that will pave the way for future developments in marketing, toward what I call "distinguished marketing". (C) 2011 Elsevier B.V. All rights reserved.

AB - Over the last six decades, marketing concepts, tools, and knowledge have gone through tremendous developments. A general trend toward formalization has affected orientation and decision making and has clarified the relationship between marketing efforts and performance measures. This evolution has received strong support from concurrent revolutions in data collection and research techniques. This article outlines the formalization of the marketing discipline and proposes steps that will pave the way for future developments in marketing, toward what I call "distinguished marketing". (C) 2011 Elsevier B.V. All rights reserved.

KW - Marketing discipline

KW - Marketing science

KW - Knowledge generation

KW - Market orientation

KW - Marketing organization

KW - LINEAR LEARNING MODEL

KW - MANAGEMENT SUPPORT-SYSTEMS

KW - SALES PROMOTION BUMP

KW - WORD-OF-MOUTH

KW - CUSTOMER ENGAGEMENT

KW - BUYER BEHAVIOR

KW - PARTNER SELECTION

KW - BUSINESS CYCLES

KW - STOCK-PRICES

KW - STORE DATA

U2 - 10.1016/j.ijresmar.2011.02.004

DO - 10.1016/j.ijresmar.2011.02.004

M3 - Article

SN - 0167-8116

VL - 28

SP - 76

EP - 88

JO - International Journal of Research in Marketing

JF - International Journal of Research in Marketing

IS - 2

ER -

Paving the way for "distinguished marketing"

Abstract

Keywords

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