Hunt versus Anderson: Round 16 (original) (raw)
Related papers
Understanding marketing’s philosophy debates
Journal of Historical Research in Marketing, 2014
Purpose – The purpose of this article is to chronicle the publication events in the 1980s and 1990s that framed the development of the series of controversies in marketing that are known as the “philosophy debates”. Design/methodology/approach – The article uses a participant’s retrospective approach. Findings – The article finds that seven publication events are key to understanding marketing’s philosophy debates. The seven are the publication of the “little green book” by Grid, Inc. in 1976; the philosophy of science panel discussion held at the Winter American Marketing Association Educators’ Conference in 1982; the special issue of the Journal of Marketing on marketing theory in 1983; three articles on the “critical relativist perspective” by the Journal of Consumer Research in 1986 and 1988; the “blue book” by South-Western in 1991; a trilogy of articles on truth, positivism and objectivity in the Journal of Marketing and the Journal of Consumer Research in 1990-1993; and an ar...
Philosophy of Mareting: The New Realist Approach, 2022
How can we overcome the rapidly ageing postmodernist paradigm, which has become sterile orthodoxy in marketing? This book answers this crucial question using fresh philosophical tools developed by New Realism. It indicates the opportunities missed by marketing due to the pervasiveness of postmodernist attitudes and proposes a new and fruitful approach pivoting on the signifcance of reality to marketing analyses and models. Intensifying reference to reality will boost marketing research and practice, rather than impair them; conversely, neglecting such a reference will prevent marketing from realising its full potential, in several contexts. The aim of the book is foundational: its purpose is not a return to traditional realism but to break new ground and overcome theoretical obstacles in marketing and management by revising some of their assumptions and enriching their categories, thereby paving the way to fresh approaches and methodological innovations. In that sense, the book encourages theoretical innovation and experimentation and introduces new concepts, like invitation and attrition, which can fnd fruitful applications in marketing theory and practice. That is meant to be conductive to the solution of important difculties and to the uncovering of new phenomena. The last chapter of the book applies the new approach to eight case studies from business contexts. This book will be of interest to philosophers interested in New Realism and to researchers, scholars, and marketing professionals sensitive to the importance and fruitfulness of reference to reality, for their own purposes.
Rethinking 'marketing as applied economics'
Marketing Theory , 2022
This paper makes three intertwined arguments. Firstly, marketing is not simply an outgrowth of economics. Secondly, it is indebted to metaphysical, psychical and psychological research which provided the conditions of possibility for theorising marketplace interaction in our early history. Thirdly, marketing thinking has been and remains inflected by a position labelled 'practical idealism'. It is a contrast to the 'practical realism' which also subtends our discipline. Adopting a genealogical approach, we explicate the threads of practical idealism weaved across Prentice Mulford, Thomson J. Hudson and A.F. Sheldon's prominent works. Mulford provides the contours of the intellectual landscape. Hudson extends Mulford's assumption grounds. Sheldon combines the articulations of Mulford, Hudson and studies in psychical research, outlining the viability of hypnosis and telepathy in sales practice. To distance itself from hypnosis and associations of manipulation, 'suggestion' was the epistemological-political replacement promoted by marketing theorists. Discursive transmutation was achieved through epistemological deviation. Epistemological deviation is conceptualised as the dismissal of and disengagement from a theoretical or hypothetical account without the consideration of appropriate evidence. W.D. Scott's treatment of telepathy is an exemplar of epistemological deviation. It is a complete departure from the tenets of intellectual inquiry. What this means is that the promotion of psychology into marketing was accomplished in part by the abdication of critical reflection and not by its extension.
To Serve Man : A Marketing Manifesto (and an Article That Should Not Have Been Necessary)
Journal of Public Policy & Marketing, 2013
This conceptual offering embodies what may be a long-overdue but plainspoken metaphysical assessment of the basic nature of marketing. A point of emphasis is that chronic misdefinition and misinterpretation of marketing itself have impeded proper appreciation of marketing's positive impact on society. One purpose here is to correct that lingering miscomprehension (pervading even the highest reaches of scholarship) and appropriately position the business function of marketing taxonomically within the larger domain of economic and governance philosophy and the societal perspective. Armed with that insight, it becomes possible to dismiss as invalid much specious criticism of marketing. Improved understanding of the true nature of marketing in turn illuminates its macroeconomic and societal role. Therefore, the field of marketing may deserve to be celebrated more than it has been to date-not that it has been universally. This item's message is thus submitted, in constructive and therapeutic spirit, as perhaps the transcendent good news story that the marketing field has received.
MARKETING CLASSICS MARKETING CLASSICS MARKETING CLASSICS MARKETING CLASSICS
Fifty years after Converse's (1945) classic statement on the " art or science of marketing " , the debate has come full circle. The holy grail of Science has not been attained and its pursuit has not only served to alienate practitioners from academics, but it has also done enormous damage to our discipline. This paper traces the development of the great debate, discusses the damaging postmodern critique of western Science and concludes that, as an Art, marketing should be judged by appropriately aesthetic criteria.
Sinop University Journal of Social Sciences , 2023
Since its emergence in economics as a distribution matter, marketing has been discussed as to whether it is an art or a science. Although marketing as a thought dates back approximately a century, its existence ontologically coincides with the similar timeline of the appearance of mankind on earth. While practitioners and some scholars with a narrow view of marketing are inclined to see marketing as an art, scholars and practitioners with non-profit/macro/positive perspective acknowledge marketing as ontologically, epistemologically, and methodologically an original science. The main purpose of this study is to raise awareness about the scientific nature of marketing and discuss its scope, properties, and methodology. In the context of this study, it has been emphasized that marketing is a science of exchanges which is built upon the teachings of the four pillars of social sciences, namely sociology, psychology, economics and anthropology. Marketing aims to understand, explain, predict and, to a certain extent, control the exchange behaviors of humans in the real-world conditions and to bring theory and practice together. If marketing is separated from practice, it would diverge from reality and turn to a blackboard science which produces synthetic knowledge that fails to provide benefits to businesses and society, at large. This is why marketing has been evaluated as an original and synthesized applied science in this paper.