been largely unproductive. For the most part, we attribute
the current confusion to the somewhat naive
conceptions of science that have informed the controversy.
In particular, we consider the typical beliefs
about how scientists do scientific work and how scientific
progress is achieved to be inconsistent with
current views about such issues in the disciplines of
philosophy, sociology, and history of science. That
is, in asking, "Is marketing a science?," marketing
scholars have been comparing theory development and
testing in marketing to inappropriate standards which
have little to do with the conduct of scientific inquiry
in any field.
This article presents a relatively new and more
useful conception of science than has been considered
to date in the debates regarding marketing's scientific
status. To do so, we turn the tables in this long-standing
debate by asking the more fundamental and interesting
question, "Is science marketing?" In this article
we consider whether science can be effectively
analyzed as a special case of marketing-the marketing
of ideas.
been largely unproductive. For the most part, we attributethe current confusion to the somewhat naiveconceptions of science that have informed the controversy.In particular, we consider the typical beliefsabout how scientists do scientific work and how scientificprogress is achieved to be inconsistent withcurrent views about such issues in the disciplines ofphilosophy, sociology, and history of science. Thatis, in asking, "Is marketing a science?," marketingscholars have been comparing theory development andtesting in marketing to inappropriate standards whichhave little to do with the conduct of scientific inquiryin any field.This article presents a relatively new and moreuseful conception of science than has been consideredto date in the debates regarding marketing's scientificstatus. To do so, we turn the tables in this long-standingdebate by asking the more fundamental and interestingquestion, "Is science marketing?" In this articlewe consider whether science can be effectivelyanalyzed as a special case of marketing-the marketingof ideas.
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