Comment by Robert A. Garda.

The article presents a response to the report of a task force created by the American Marketing Association (AMA) on the development of marketing knowledge. The comment is based on the proposition that the marketing practitioner is the ultimate user of marketing knowledge and can play a meaningful role in developing and disseminating such knowledge. The author looks at the marketing challenges for the 1990s that emphasize the need for marketing knowledge and the kinds of knowledge needed. Furthermore, he gives mention to sources of marketing knowledge and offers suggestions to the AMA for encouraging effective generation, dissemination, and utilization of practical marketing knowledge.