The value of information

  • Gordon Wills


Few academic teachers of marketing and logistics would either describe or consider themselves to be economic theorists, although there can be not the slightest room for doubt that marketing knowledge seeks to explain certain facets of economic behaviour in any society. Perhaps the most important reason why marketing and logistics folk do not perceive themselves as economists is simply because they reject the proposition that monetary rationality can on its own offer an adequate explanation of economic activity at the level either of individual customer or firm. Such a statement is not intended to suggest that all economists refuse to countenance any other formative influences on economic behaviour. The overwhelming impression given by theoretical economics is, however, of that ilk.


Library Service Operational Marketing Marketing Executive Marketing Knowledge Marketing Academic 
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Copyright information

© H. E. Stenfert Kroese bv, Leiden, the Netherlands 1976

Authors and Affiliations

  • Gordon Wills

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