Contributions of Sociology to Marketing

Abstract

Sociologists have made discoveries which have considerable significance for marketing. The author, a sociologist, tells in this article what some of these discoveries are. Specifically, findings significant for marketing have been produced by sociologists in population, collective behavior, motivation, stratification, methodology, research designs, measurement, prediction, human ecology, and the family. Much of this knowledge, of course, remains a potential rather than a realized source of information.