Marketing Science and the Ivory Tower |
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| Authors: | Hermann Simon |
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| Institution: | Hermann Simon is Professor of Management and Marketing at Johannes Gutenberg-University Mainz, permanent Visiting Professor at London Business School and Chairman of UNIC Strategy &Marketing Consultants, Bonn. This is a revised version of "Marketing Science's Pilgrimage to the Ivory Tower" appearing in Research Traditions in Marketing, edited by G Lilien, G Laurent and B Pros, Kluwer, January 1994. The author would like to thank Marcel Corstjens, Andrew Ehrenberg, Christian Homburg, Martin Möhrle and Patrick Barwise for valuable comments. |
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| Abstract: | How much has quantitative "marketing science" contributed to the practice of marketing? In my view, not much. In this article, based on extensive consulting experience, it is argued that well-established quantitative techniques like econometric models and diffusion models have produced little of either practical or scientific value. Other quantitative techniques, such as conjoint analysis, have been more useful for marketing decision-makers. But what is needed is a more pluralistic culture, drawing on a range of complementary disciplines. |
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