What Is Marketing Knowledge?

Abstract

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.