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Marketing, Scientific Progress, and Scientific Method

Paul F. Anderson
Journal of Marketing
Vol. 47, No. 4 (Autumn, 1983), pp. 18-31
DOI: 10.2307/1251395
Stable URL: http://www.jstor.org/stable/1251395
Page Count: 14
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Marketing, Scientific Progress, and Scientific Method
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Abstract

It is argued that the long debate concerning the scientific credentials of marketing has been couched in terms of an idealized notion of science as the ultimate source of objectively certified knowledge. A review of contemporary literature in the philosophy, sociology, and history of science reveals that this canonical conception of science cannot be supported. The implications of this literature for the marketing-as-science debate are developed, and practical measures for the enhancement of scientific practice in marketing are discussed.

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