Book Review of the Psychology of Judgment and Decision Making
Journal of Marketing, Vol. 58, July 1994
2 Pages Posted: 10 Oct 2011
Date Written: July 1, 1994
Grab a copy of your favorite textbook on marketing principles. Open to any page and try to find a principle (a suggested action for a given situation). I expect that you will not have much success. Recently, Randy Schultz and I used a systematic and extensive procedure to examine principles in basic marketing texts. With this procedure, we could not find any useful principles in our sample of nine textbooks (Armstrong and Schultz 1993).
Keywords: advertising, marketing, principles, review
Suggested Citation: Suggested Citation