Introduction to the Special Issue: Empirical Generalizations in Marketing

Frank M. Bass and Jerry Wind
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Frank M. Bass: The University of Texas at Dallas
Jerry Wind: The Wharton School, University of Pennsylvania

Marketing Science, 1995, vol. 14, issue 3_supplement, G1-G5

Abstract: It is our hope that some of the empirical generalizations presented in this volume would be of practical value to management. Some of the generalizations help codify our knowledge—they are discussed in several papers—some can serve as useful guidelines in the generation of strategic marketing options. In addition, we hope that this volume would stimulate additional research and actions by marketing scientists in industry and academia.

Date: 1995
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