Principles Involving Marketing Policies: An Empirical Assessment

Marketing Letters, Vol. 4, No. 3, pp. 253-265, 1992

14 Pages Posted: 11 Feb 2005 Last revised: 31 Dec 2011

See all articles by J. Scott Armstrong

J. Scott Armstrong

University of Pennsylvania - Marketing Department

Randall Schultz

University of Iowa - Henry B. Tippie College of Business

Abstract

We examined nine marketing textbooks, published since 1927, to see if they contained useful marketing principles. Four doctoral students found 566 normative statements about pricing, product, place, or promotion in these texts. None of these statements were supported by empirical evidence. Four raters agreed on only twenty of these 566 statements as providing meaningful principles. Twenty marketing professors rated whether the twenty meaningful principles were correct, supported by empirical evidence, useful, or surprising. None met all the criteria. Nine were judged to be nearly as correct when their wording was reversed.

Keywords: Marketing principles, price, product, promotion, place

Suggested Citation

Armstrong, J. Scott and Schultz, Randall, Principles Involving Marketing Policies: An Empirical Assessment. Marketing Letters, Vol. 4, No. 3, pp. 253-265, 1992. Available at SSRN: https://ssrn.com/abstract=665405

J. Scott Armstrong (Contact Author)

University of Pennsylvania - Marketing Department ( email )

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HOME PAGE: http://marketing.wharton.upenn.edu/people/faculty/armstrong.cfm

Randall Schultz

University of Iowa - Henry B. Tippie College of Business ( email )

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Iowa City, IA 52242-1000
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