Zebra crossings

Michael Shaw and Andrew Nowicki

Australasian marketing journal, 2018, vol. 26, issue 4, 310-314

Abstract: It is suggested that the debate on Empirical Generalisation versus Marketing Management can be considered in terms of correspondence theory versus coherence theory. A critical theory response to the paper in question is moderated by an epistemological discussion giving rise to the useful notion of bridging via localized conceptual pontoons. This is followed by a marketing practice orientated response which straddles Empirical Generalisation and Marketing Management and makes some useful observations. High Involvement Products and Services (HIPS) are put forward as examples of areas where Empirical Generalisation may be less useful than Marketing Management. Finally, it is acknowledged that while proponents of Empirical Generalisation has finally declared their hand, it might be time for adherents of Marketing Management to respond in kind so that a useful discussion develops which improves marketing as a discipline and practice.

Keywords: Empirical; Generalisation; Marketing; Management (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S1441358218302684
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:26:y:2018:i:4:p:310-314

DOI: 10.1016/j.ausmj.2018.10.005

Access Statistics for this article

Australasian marketing journal is currently edited by Roger Marshall

More articles in Australasian marketing journal from Elsevier
Bibliographic data for series maintained by Catherine Liu ().