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Comments On The AMA Task Force Study

Gilbert A. Churchill
Published 1988 · Sociology

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T Task Force charged with investigating the issues of developing, disseminating, and utilizing marketing knowledge is to be complimented. It is obvious from their article that the Task Force has thought long and hard about the process of how marketing knowledge is developed, disseminated, and utilized. They have written a provocative article, one of the best I have seen on what is currently wrong in the marketing discipline with respect to these issues and what should be done to reduce the impediments. Though I do not agree with everything the article suggests, I do agree with much of it-which presented a dilemma in attempting to prepare a comment. I felt I could do one of three things. I could say "good point," "excellent suggestion," or offer some other kudos on the parts I especially liked, then follow up with additional ideas or suggestions. A second strategy would be to go through the manuscript systematically, commenting on all the points with which I disagreed or had something to add. Still a third strategy would be
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