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- Title
THE ANALYTICS PROBLEM APPROACH TO MARKETING AND MARKET POTENTIALS.
- Authors
McInnes, William
- Abstract
In response to an earlier article titled "The Analytical Problem Approach to Marketing" by Geoffrey Shepherd in the October 1955 issue of "The Journal of Marketing," the author continues a discussion about more market-driven, market-oriented approaches to the field marketing research and marketing education. The author's criticism of Shepherd's article is that markets are not perfect as he describes, but one solution approach is to frame the problem in terms of market potential. The article discusses "potentiality" as it relates to space, time, ownership, valuation, perception, and individual differences. The author argues that these dimensions must be considered in any realistic consideration of market potential.
- Subjects
MARKET potential; MARKETING research; BUSINESS education; MARKETS; INDUSTRIAL research; MARKETING management; SHEPHERD, Geoffrey; PERFECT competition; THEORY-practice relationship; MARKETING; MARKETING science; MARKETING theory
- Publication
Journal of Marketing, 1956, Vol 21, Issue 2, p190
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1247340