Is Marketing a Science: Debate Revisited
Published By: Indian Institute of Management, Ahmedabad on eSS | Published Date: March , 2016The study conducts a formal analysis of various schools of thought of science. Specifically, the study offers a comparison between historical relativism, scientific realism, logical empiricism, and logical positivism. Furthermore, in view of analysis, this study examines if marketing qualifies to be a science. Finally, the study attempts to offer a resolution to the ongoing debate on scientific status of marketing by proposing resource advantage theory as a general theory of marketing. [W.P. No. 2016-03-30]
Author(s): Dheeraj Sharma | Posted on: Jul 01, 2016 | Views() | Download (920)