A Theories-in-Use Approach to Building Marketing Theory
A Theories-in-Use Approach to Building Marketing Theory
About this item
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Author / Creator
Publisher
Los Angeles, CA: Sage Publications, Inc
Journal title
Language
English
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Publication information
Publisher
Los Angeles, CA: Sage Publications, Inc
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More information
Scope and Contents
Contents
This article’s objective is to inspire and provide guidance on the development of marketing knowledge based on the theories-in-use (TIU) approach. The authors begin with a description of the TIU approach and compare it with other inductive and deductive research approaches. The benefits of engaging in TIU-based research are discussed, including the...
Alternative Titles
Full title
A Theories-in-Use Approach to Building Marketing Theory
Authors, Artists and Contributors
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Record Identifier
TN_cdi_proquest_journals_2324862744
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_journals_2324862744
Other Identifiers
ISSN
0022-2429
E-ISSN
1547-7185
DOI
10.1177/0022242919888477
