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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
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1251395
Page Count: 14
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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.
Journal of Marketing © 1983 American Marketing Association