A theories-in-use approach to building marketing theory

A theories-in-use approach to building marketing theory

This article’s objective is to inspire and provide guidance on the development of marketing knowledge based on the theories-in-use (TIU) approach. The authors begin with a description of the TIU approach and compare it with other inductive and deductive research approaches. The benefits of engaging...

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Bibliographic Details
Main Authors: ZEITHAML, Valarie A., JAWORSKI, Bernard J., KOHLI, Ajay K., TULI, Kapil R., ULAGA, Wolfgang, ZALTMAN, Gerald
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2020
Subjects:
building theory
grounded theory
theories-in-use
theory construction
theory development
Marketing
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/6489
https://ink.library.smu.edu.sg/context/lkcsb_research/article/7488/viewcontent/TIU_av_2020.pdf
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Institution: Singapore Management University
Language: English

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https://ink.library.smu.edu.sg/lkcsb_research/6489
https://ink.library.smu.edu.sg/context/lkcsb_research/article/7488/viewcontent/TIU_av_2020.pdf

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