마아케팅과 科學的 方法

MARKETING AND SCIENTIFIC METHOD

The controversy concerning the scientific status of marketing continued for the last four decades. The controversy has been focused on 1) the appropriate subject matter of and breadth for the marketing discipline, 2) the metatheoretical underpinnings of marketing science. According to the literature reviewed, the subject matter of marketing has been clarified as EXCHANGE RELATIONSHIPS. But, for the scientific status of marketing discipline, a review of contemporary literatures in the philosophy, sociology, and history of science reveals that an idealized notion of science as the ultimate source of objectively certified knowledge can not be supported. The implications of these literatures for the marketing-as-science debate are developed, and practical measures for the enhancement of scientific practice in marketing are discussed.