Evidence-Based Marketing Essay
The practice of using evidence as the base for making decisions has been employed successfully in many industries such as healthcare, nursing, criminal justice, ect.. Unfortunately, in the world of marketing, “there has been no explicit consideration of the applicability of the concepts of evidence-based practice or evidence-based management” yet (Rowley, p. 523). The article, then, provides information on challenges practitioners face when deciding whether to implement the evidence-based marketing theory and explores some alternative relationships between researchers and practitioners that may improve the use of the evidence-based methods.
Using evidence for …show more content…
2. Knowledge and enquiry-based strategies concerns with developing the “understanding of marketing decision-making processes in different types and sizes of organizations, with a view to generating insights into the role of knowledge and evidence in these processes;” requiring appropriate research methods for conducting relevant studies and establishing methods for research