Do We Know Anything in Marketing?

Willem Burgers
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Willem Burgers: China Europe International Business School

Chapter 4 in Marketing Revealed, 2008, pp 31-42 from Palgrave Macmillan

Abstract: Abstract It is generally accepted that you don’t need to know anything to do marketing. To do accounting, law, surgery, plumbing, carpentry, cooking, you need to learn things, perhaps pass an exam and get a license before you are allowed to practice. For marketing there is no exam, no license, nothing to know. Anybody can practice marketing without ever studying marketing.

Keywords: Loss Aversion; Wrong Answer; Marketing Manager; Mortality Salience; Emotional Appeal (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23087-3_4

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DOI: 10.1057/9780230230873_4

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