series methodology to provide a more detailed picture of marketing competition in relation to competitive market structure … effects of marketing variables on sales between brands existed even between differents submarkets. second, it was found that … quaklity brands while the reverse was not true, supporting the theory of asymmetric switching or sales effects of marketing …

What evidence exists on the value of formal planning for strategic decision-making in marketing? This paper reviews the … evidence. This includes two tests of face validity. First, we use the market test: Are formal procedures used for marketing … informal approaches to marketing planning? The paper concludes with suggestions on the types of research that would be most …

, applies in some situations. Based on these criteria, important findings resulting from academic research in marketing seem to …

Replication is rare in marketing. Of 1,120 papers sampled from three major marketing journals, none were replications …

determine which ones are most effective. We review this evidence in order to provide guidelines for forecasting for marketing …

This paper reviews the empirical research on forecasting in marketing. In addition, it presents results from some small … scale surveys. We offer a framework for discussing forecasts in the area of marketing, and then review the literature in …

, Clarence Saunders, Harry Tosdal, Roland Vaile: Who are these people? They are great men in the history of marketing, according … to Wright and Dinsdale (1974). They are marketing heroes. But riot society’s heroes. Rather than hero, the marketing man …

and related these to marketing science. The findings of some studies were surprising. In this reply, I address surprising …

We examined three approaches to research in marketing: exploratory hypotheses, dominant hypothesis, and competing … 1,700 empirical papers in six leading marketing journals during 1984-1999. Of these, 74% used the dominant hypothesis …. Marketing scientists differed substantially in their opinions about what types of studies should be published and what was …