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Quantitative Aspects Of Marketing Thought.
Prior to the 1950's little application was made of formal rules of logic. Such was the state of research and marketing theory until the movement for quantification gained momentum. Turning to more complex quantitative means a language in the form of mathematics and a syntax in the form of model building which gave new strength to the structure of marketing thought. The development of expertise in the use of mathematics, however, was not an automatic process.
Writing in 1964, Buzzell explained at some length, the reason for the increasing use of marketing models, perceived need for formal analysis in marketing, dissatisfaction with conventional approaches to decision making in marketing, increased stature of marketing research in companies, the rise of marketing theory, the presumed competitive value of models, and prestige associated with use of models. Through such uses of quantitative methods the following contributions to marketing thought have been made: 1. Greater precision in the differentiation and definition of marketing concepts,
2. Facilitation of abstract analysis by symbolism of substantive concepts,
3. Interpretation of marketing phenomena variable correlates,
4. Identification and measurement of relationships among numbers of variables.
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