ABSTRACT. The common perception of marketing is that of an interdisciplinary field comprising knowledge from diverse fields of science, like business administration, sociology and mathematics. Despite - or probably because of this diversity - there have been extensive complaints about a deficit concerning the scientific status and the theoretical foundation of marketing. Marketing is still in a state of unresolved coexistence of theories, and in danger that the different schools of thought ignore each other. …
showed first 75 words of 3308 total

showed last 75 words of 3308 total
…variables from messy problems, and build elegant models comprehensible to only their colleagues. However, the "real world" that academics and researchers talk so much (but appear to know so little) about is beginning to demand change." This is especially true in marketing research and advertising, the two areas of marketing most affected by the science movement. From the debate so far it is clear that it is still inconclusive to say that Marketing is Science.