Reports on an empirical study of media decisions: the findings show, not unexpectedly, that advertising agencies with a separate media department use more information and carry out more detailed selection processes. Decides to consider some of the factors that may influence the choice of media...

Market knowledge is usually believed to be useful. Both the concepts of “knowledge” and “useful” are, however, rather ambiguous and used in multiple ways. The concepts are clarified, and requirements for adequate knowledge use discussed. An important conclusion is that academian...

Purpose – Given that marketing practitioners often perceive theory as something abstract, with little relevance to their work, the objective is to explain why and how competent application of theory can be highly useful and even lead to competitive advantage. Design/methodology/approach –...