Summary
Contents
Subject index
This exciting new Handbook brings together the latest in debates concerning the development of marketing theory, featuring original contributions from a selection of leading international authors. The collection aims to give greater conceptual cohesion to the field, by drawing together the many disparate perspectives and presenting them in one volume. The contributors are all leading international scholars, chosen to represent the intellectual diversity within marketing theory.
The Marketing Theory or Theories into Marketing? Plurality of Research Traditions and Paradigms
The Marketing Theory or Theories into Marketing? Plurality of Research Traditions and Paradigms
Introduction
The evolution of theory is essential for any discipline. This assertion is taken for granted in sciences, but has to be re-emphasized in such an applied social study like marketing where the serious discussion of its scientific nature began to appear in late 1940s (Alderson and Cox, 1948; Bartels, 1951; Converse, 1945). It is also noteworthy that, just two decades ago, prominent scholars debated whether marketing is indeed an ‘art or science’ (e.g. Sheth et al., 1988). An essential aspect in developing marketing theory is the understanding of our current knowledge base, its relative strengths and weaknesses, ...
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