Brownlie and Saren (this issue) claim that “few innovative papers appear in the top marketing journals.” They attribute … in marketing management. I address the first two issues (the problem and why it occurs) by using empirical search by …

series methodology to provide a more detailed picture of marketing competition in relation to competitive market structure … effects of marketing variables on sales between brands existed even between differents submarkets. second, it was found that … quaklity brands while the reverse was not true, supporting the theory of asymmetric switching or sales effects of marketing …

What evidence exists on the value of formal planning for strategic decision-making in marketing? This paper reviews the … evidence. This includes two tests of face validity. First, we use the market test: Are formal procedures used for marketing … informal approaches to marketing planning? The paper concludes with suggestions on the types of research that would be most …

, applies in some situations. Based on these criteria, important findings resulting from academic research in marketing seem to …

Replication is rare in marketing. Of 1,120 papers sampled from three major marketing journals, none were replications …

determine which ones are most effective. We review this evidence in order to provide guidelines for forecasting for marketing …