Marketing knowledge usefulness: In a quest for the user perspective approach

• Main Author: Uzelac Nikola
• Format: Article
• Language: English
• Published: Faculty of Economics, Belgrade 2006-01-01
• Series: Ekonomski Anali
• Subjects: marketing knowledge; knowledge usefulness; managers; marketing discipline
• Online Access: http://www.doiserbia.nb.rs/img/doi/0013-3264/2006/0013-32640670043U.pdf

Marketing knowledge usefulness has been the object of increasing concern within the discipline. Numerous shortcomings of its various aspects have been identified, elaborated and accompanied with sophisticated solutions. Further progress in this direction is potentially much greater in a case of acceptance of the user perspective approach. In relation to the behavior of a marketing manager, simple acceptability-affordability-availability awareness concept is presented. It redirects our attention to the manager’s point of view and serves as an illustration of highly desirable more complex works. Proposed development leads to the creation and integration of behavior models specific to each group of marketing knowledge stakeholders managers, students, academics and society.