A Study of Marketing Generalizations
区分了营销领域中的已知知识与推测性理论，指出营销一般化是营销知识的核心，并认为一般化在逻辑上先于理论。
This paper deals with what is known as opposed to what is thought about marketing. The distinction is not subtle. The knowledge of a field is defined in terms of scientific generalizations, whereas theory or thought is necessarily speculative. We argue that marketing generalizations logically precede marketing theories and that marketing generalizations are marketing knowledge.