Summary
Contents
Subject index
‘This is an important text. It brings together critical reflections on the discipline's contribution in terms of theory, practice and pedagogy and as such is equally as insightful and challenging as some of its recent predecessors (eg Brown et al 1996; Brown and Turley 1997; Brown 1998). The book represents a useful point of departure for those setting off on their own critical journeys and, thus, it should be included on the reading lists of all those carrying out masters or doctoral research in marketing’ - Journal of Marketing Management
This book provides a challenging and stimulating coverage of a broad range of key issues in contemporary marketing - such as marketing philosophy, marketing ethics, the marketing profession, and marketing teaching and research - through an innovative dialogue among some of the most renowned international scholars in the field.
Marketing Philosophy
As befits a book, and indeed the original structure of the symposium, the first part focuses on the debate concerning the nature of our understanding of marketing, its epistemology and methodologies of research.
We start by summarizing a paper that Shelby Hunt delivered to the symposium and which has already been subsequently published. In this Shelby develops a theme which has been consistent in his writings since he raised important questions about the future of marketing in the 1976 fortieth anniversary volume of the Journal of Marketing, pursuing the twin themes of the importance of a scientific approach to the study of marketing and the inevitable fact, in his view, that such a scientific approach meant challenging what he saw as a strong ...
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