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What Is Marketing Knowledge?

Stage I: forms of marketing knowledge

University of Wollongong, Australiajohn_rossiter{at}uow.edu.au

Marketing knowledge is the foundation of our discipline. However, there is not yet clear agreement about what marketing knowledge is. Three stages are envisioned in a project to investigate marketing knowledge: identification of the forms of marketing knowledge, specification of and agreement on the content, and development of a comprehensive test to measure acquisition of marketing knowledge. This article attempts the first stage, proposing that the four forms of marketing knowledge are: marketing concepts, structural frameworks, strategic principles, and research principles.

Key Words: concepts • frameworks • knowledge • principles • theory

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