Search results for "Marketing science"
showing 2 items of 12 documents
Marketing Science and the Ivory Tower
1994
How much has quantitative “marketing science” contributed to the practice of marketing? In my view, not much. In this article, based on extensive consulting experience, it is argued that well-established quantitative techniques like econometric models and diffusion models have produced little of either practical or scientific value. Other quantitative techniques, such as conjoint analysis, have been more useful for marketing decision-makers. But what is needed is a more pluralistic culture, drawing on a range of complementary disciplines.
Applying Marketing Principles in the Field of Medical Services – An Ethical Challenge?
2013
Abstract Article propose in a synthetic and punctual manner, a debate fundamentally aimed on two research directions: to what extent the perception of doctors towards the use of marketing principles in the daily activities is in contradiction with their professional ethics and how it can be modelled the doctor-patient relationship by consistently integrating the principles of marketing in medical work. Authors propose a number of conclusions and suggestions from both scientific literature review and a qualitative research conducted on doctors in Bucharest dental offices. The research suggests that, fundamentally, doctors perceive their work as performing a medical act that exceeds the bound…