Marketing Science and the Ivory Tower

摘要: How much has quantitative “marketing science” contributed to the practice of marketing? In my view, not much. this article, based on extensive consulting experience, it is argued that well-established techniques like econometric models and diffusion have produced little either practical or scientific value. Other techniques, such as conjoint analysis, been more useful for marketing decision-makers. But what needed a pluralistic culture, drawing range complementary disciplines.