营销中概念贡献的框架

IF 10.4 1区管理学 Q1 BUSINESS

Journal of Marketing Pub Date : 2011-05-13 DOI:10.1509/jmkg.75.4.136

D. MacInnis

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引用次数: 752

摘要

概念的进步对市场营销学科的活力至关重要，但最近的著作表明，该领域的概念进步正在放缓。作者通过开发一个框架来思考概念化营销来解决这个问题。概念化的定义之后是概念贡献类型的类型学。描述了概念贡献的类型，它们的异同，以及它们对该领域的重要性。还描述了与各种类型的概念贡献相关的思维技能，以及可以促进这些技能的工具的使用。文章最后提出了一组在未来几年推进我们领域概念化的建议。

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A Framework for Conceptual Contributions in Marketing

Conceptual advances are critical to the vitality of the marketing discipline, yet recent writings suggest that conceptual advancement in the field is slowing. The author addresses this issue by developing a framework for thinking about conceptualization in marketing. A definition of conceptualization is followed by a typology of types of conceptual contributions. The types of conceptual contributions, their similarities and differences, and their importance to the field are described. Thinking skills linked to various types of conceptual contributions are also described, as are the use of tools that can facilitate these skills. The article concludes with a set of recommendations for advancing conceptualization in our field in the years to come.

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来源期刊

Journal of Marketing BUSINESS-

CiteScore

24.10

自引率

5.40%

发文量

期刊介绍： Founded in 1936,the Journal of Marketing (JM) serves as a premier outlet for substantive research in marketing. JM is dedicated to developing and disseminating knowledge about real-world marketing questions, catering to scholars, educators, managers, policy makers, consumers, and other global societal stakeholders. Over the years,JM has played a crucial role in shaping the content and boundaries of the marketing discipline.