2001: A Marketing Odyssey

Steckel, Joel H.; Brody, Ed
September 2001
Marketing Science;Fall2001, Vol. 20 Issue 4, p331
Academic Journal
All in all, the marketing management science community can look to the future with as much excitement as the pride it should have. The purpose of the collection of essays that follow is to record for posterity the events that have shaped the community research, conferences, journals, bureaucracy, successes, and mistakes. The merging of science and technology is happening at the same time that the Internet and electronic commerce are emerging. Individuals or organizations with very low capitalization are creating marketplaces. This is unprecedented. It has generated interest and an enormous amount of excitement in our field, and it should. The data capture technology will allow one to have more data than ever one had before. The flow of information in medicine and in marketing, from basic science through practice and follow-up. In marketing, one can think of the basic sciences such as psychology as informing specific theories, such as consumer behavior. These, in turn, give rise to the marketing engineering models that become part of industry practice and get monitored in practice surveys. In medicine, the basic sciences such as biochemistry inform the medical sciences, such as neurology, which inform the development of therapies which inform clinical practice and lead to outcomes research.


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