Marketing Papers
Document Type
Journal Article
Date of this Version
July 1993
Abstract
We examined nine marketing textbooks, published since 1927, to see if they contained useful marketing principles. Four doctoral students found 566 normative statements about pricing, product, place, or promotion in these texts. None of these stateinents were supported by empirical evidence. Four raters agreed on only twenty of these 566 statements as providing meaningful principles. Twenty marketing professors rated whether the twenty meaningful principles were correct, supported by empirical evidence, useful, or surprising. None met all the criteria. Nine were judged to be nearly as correct when their wording was reversed.
Keywords
marketing principles, price, product, promotion, place
Recommended Citation
Armstrong, J. S., & Schultz, R. L. (1993). Principles involving marketing policies: an empirical assessment. Retrieved from https://repository.upenn.edu/marketing_papers/20
Date Posted: 28 July 2006
Comments
Postprint version. Published in Marketing Letters, Volume 4, Issue 3, July 1993, pages 253-265. The original publication is available at www.springerlink.com
Publisher URL: http://dx.doi.org/10.1007/BF00999231
The author has asserted his/her right to include this material in ScholarlyCommons@Penn.