Marketing

Marketing science is an approach to marketing characterized by an analytical orientation, usually but not necessarily, quantitative and strongly rooted in applications. In addition, marketing science refers to empirical investigation of marketing phenomena leading to generalizations about marketing behavior. It is at the same time applied and scientific because marketing decisions cannot be improved without knowledge of the behavior, management or buyer on which they are based. Major journals publishing research with a marketing science orientation are:

• Marketing Science

• Management Science

• The Journal of Marketing Research

• The Journal of Consumer Research

• The Journal of Business

• A variety of disciplinary methodological journals