Is marketing knowledge useful?
Kjell Grønhaug
(Norwegian School of Economics and Business Administration, Bergen, Norway)
3074
Abstract
Market knowledge is usually believed to be useful. Both the concepts of “knowledge” and “useful” are, however, rather ambiguous and used in multiple ways. The concepts are clarified, and requirements for adequate knowledge use discussed. An important conclusion is that academian marketing knowledge can be useful, requiring, however, both knowledge, time‐consuming and motivated efforts.
Keywords
Citation
Grønhaug, K. (2002), "Is marketing knowledge useful?", European Journal of Marketing, Vol. 36 No. 3, pp. 364-372. https://doi.org/10.1108/03090560210417174
Publisher
:MCB UP Ltd
Copyright © 2002, MCB UP Limited