Kesesuaian Pilihan Konsep Bisnis, Operasionalisasi Kegiatan dan Penelitian dalam Pemasaran

Albari Albari ()

Jurnal Siasat Bisnis, 2011, vol. 15, issue 2

Abstract: AbstractThere are many differences of opinion between the experts from other scholars when they view the development of marketing discipline although they have different backgrounds competence. But that differences of opinion helped the development of the marketing discipline is faster. This article does not attempt to enliven the debate, but rather provides another discourse by pointing out the need for better harmonization between business concepts with the operationalization of the marketing aspects, including the option of the research approach, both in the context of the development of science as well as linkages with marketing applications.Keywords: business concept, operational activities, marketing researchAbstrakPerkembangan disiplin ilmu pemasaran banyak dijumpai adanya perbedaan pendapat antara satu ahli dengan ahli yang lain, meskipun dengan latarbelakang kompetensi ilmu yang berbeda. Namun waktu juga mencatat bahwa perbedaan pendapat tersebut justru membantu perkembangan disiplin pemasaran lebih cepat dan kaya. Artikel ini tidak mencoba meramaikan perdebatan tersebut, tetapi justru memberikan wacana lain dengan menunjukkan perlunya adanya keselarasan antara konsep bisnis dengan operasionalisasi aspek-aspek pemasaran yang lain, termasuk untuk menetapkan pilihan pendekatan penelitian, baik dalam konteks pengembangan ilmu maupun keterkaitan dengan aplikasi pemasarannya.Kata Kunci: konsep bisnis, operasionalisasi kegiatan, penelitian pemasaran

Date: 2011
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