Is marketing knowledge useful?

Abstract

Market knowledge is usually believed to be useful. Both the concepts of “knowledge” and “useful” are, however, rather ambiguous and used in multiple ways. The concepts are clarified, and requirements for adequate knowledge use discussed. An important conclusion is that academian marketing knowledge can be useful, requiring, however, both knowledge, time‐consuming and motivated efforts.

Citation

Grønhaug, K. (2002), "Is marketing knowledge useful?", European Journal of Marketing, Vol. 36 No. 3, pp. 364-372. https://doi.org/10.1108/03090560210417174