Marketing Science 2004
Time dimension of marketing
Abstract
Time dimension of marketing has got its place in literature. For example, the time is basic independent variable in widely accepted concepts of product life cycle and diffusion of innovation. In addition, efforts have been made to bring this issue to the theoretic basis of the discipline. But, some important areas are still under researched, or even disregarded. Moreover, projects directed at investigation of the real behavior of marketing managers are rare, and in normative sense very few options have been advocated. This particularly pertains to the issues of time horizon, durability of relations with customers, timeliness of decision-making, and time allocation by managers and customers. In this regard, the literature of strategic management contains solutions which might be useful, and the ideas of some authors from marketing deserve support.
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