Philosophy of Marketing

Five-Volume Set Auflage
ISBN: 978-1-4462-7491-0
Verlag: Sage Publications

Buch, Englisch, 2032 Seiten, Format (B × H): 170 mm x 249 mm, Gewicht: 3810 g

Reihe: SAGE Library in Marketing

The importance of philosophy for developing marketing and consumer theory is a key area of interest amongst scholars in the field, and is typically one of the more difficult to understand and apply. This new five-volume collection brings together the seminal articles that students and scholars must assimilate if they are to have a fully rounded understanding of the relevance of philosophy for their research, the varied nature of marketing and consumer research, and to help situate their own contributions to knowledge. The major work is edited by three highly-regarded in the field, who also provide a new contextualising introductory chapter for the collection.

Volume One: Historical and Philosophical Overview

Volume Two: General Theory and the Realism versus Relativism Debates

Volume Three: Alternative and Multiple Paradigms

Volume Four: Rethinking Concepts

Volume Five: Consumer Studies

Autoren/Hrsg.

Tadajewski, Mark

O&

O'Shaughnessy, John

Hyman, Michael

Fachgebiete

• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Wirtschaftstheorie, Wirtschaftsphilosophie
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

VOLUME ONE: HISTORICAL AND PHILOSOPHICAL OVERVIEW
PART ONE: MARKETING'S HISTORICAL DEVELOPMENT: MULTIPLE PARADIGMATIC PERSPECTIVES
Scholarly Research in Marketing - William Wilkie and Elizabeth Moore

Exploring the 'Four Eras' of Thought Development
Early Development of the Philosophy of Marketing Thought - D.G. Brian Jones & David Monieson
Another Discipline for the Market Economy - Franck Cochoy

Marketing as a Performative Knowledge and Know-How for Capitalism

The Practical Domain of Marketing - Raymond Benton Jr.
The Notion of a 'Free' Enterprise Economy as a Guise for Institutionalized Marketing Power
A History of Schools of Marketing Thought - Eric Shaw and D.G. Brian Jones

The Commodity Approach in Marketing Research - Walter Zinn and Scott Johnson

Is It Really Obsolete?
Aldersonian Functionalism - Roger Smalley and John Fraedrich

An Enduring Theory in Marketing
PART TWO: PHILOSOPHICAL OVERVIEWS
On Making Marketing More Scientific - Johan Arndt

Role of Orientations, Paradigms, Metaphors and Puzzle-Solving
Art or Science? 50Years of Marketing Debate - Stephen Brown

Philosophical Tensions in Consumer Inquiry - P. Peter

Alternative Ways of Seeking Knowledge in Consumer Research - Laurel Anderson Hudson and Julie Ozanne

The De-Americanization of Marketing Thought - Nikhilesh Dholakia, A. Fuat Firat and Richard Bagozzi

In Search of a Universal Basis

PART THREE: LOGICAL EMPIRICISM AND MARKETING
The Ordering of Marketing Theory - Mark Tadajewski

The Influence of McCarthyism and the Cold War

Marketing Science - A. Fuat Firat

Issues Concerning the Scientific Method and the Philosophy of Science
Positivism and Paradigm Dominance in Consumer Research: Toward Critical Pluralism and Rapprochement - Shelby Hunt
Critical Marketing Studies - Mark Tadajewski

Logical Empiricism, 'Critical Performativity' and Marketing Practice

VOLUME TWO: GENERAL THEORY AND THE REALISM VERSUS RELATIVISM DEBATES
PART ONE: MARKETING, GENERAL THEORY AND GENERALIZATIONS
General Theories and the Fundamental Explananda of Marketing - Shelby Hunt

Empirical Generalizations, Theory and Method - A. Ehrenberg

The Contingency Approach - Valarie Zeithaml, P. 'Rajan' Varadarajan and Carl Zeithaml

Its Foundations and Relevance to Theory-Building and Research in Marketing
Revisiting the Structural Framework for Marketing Management - Michael Hyman

Middle-Range Theory Construction of the Dynamics of Organizational Marketing-Buying Behavior - Arch Woodside

Designing Research with In-Built Differentiated Replications - Mark Uncles and Simon Kwok

PART TWO: TRUTH, REALISM AND RELATIVISM IN MARKETING
Current Issues in the Philosophy of Science: Implications for Marketing Theory - A Panel Discussion - J. Paul Peter

Marketing, Scientific Progress and Scientific Method - Paul Anderson

Truth in Marketing Theory and Research - Shelby Hunt

On Method in Consumer Research - Paul Anderson

A Critical-Relativist Perspective
Marketing - Geoff Easton

A Critical-Realist Approach
Modern Truth and Postmodern Incredulity - Craig Thompson

A Hermeneutic Deconstruction of the Meta-Narrative of 'Scientific Truth' in Marketing Research
VOLUME THREE: ALTERNATIVE AND MULTIPLE PARADIGMS

PART ONE: INTERPRETIVE RESEARCH: CONSUMER CULTURE THEORY
Consumer Culture Theory (CCT): 20Years of Research - Eric Arnould and Craig Thompson

Putting Consumer Experience back into Consumer Research - Craig Thompson, William Locander and Howard Pollio

The Philosophy and Method of Existential Phenomenology
Towards an Epistemology of Consumer Culture Theory - Søren Askegaard and Jeppe Trolle Linnet

Phenomenology and the Context of Context

PART TWO: CRITICAL, FEMINIST, POSTMODERN AND POST-COLONIAL THOUGHT
The Critical Imagination - Jeff Murray and Julie Ozanne

Emancipatory Interests in Consumer Research
Feminist Thought - Julia Bristor and Eileen Fischer

Implications for Consumer Research

Theoretical and Philosophical Implications of Postmodern Debates - A. Fuat Firat and Nikhilesh Dholakia

Some Challenges to Modern Marketing
Postmodernism and Marketing - John O'Shaughnessy and Nicholas O'Shaughnessy

Separating the Wheat from the Chaff
Post-Colonialism and Marketing - Gavin Jack

PART THREE: NEGOTIATING MULTIPLE PARADIGMS: JUSTIFICATIONS AND FRAMEWORKS
Multiparadigm Perspectives on Theory-Building - Dennis Gioia and Evelyn Pitre

Meta-Triangulation - Marianne Lewis and Andrew Grimes

Building Theory from Multiple Paradigms
Iterative Triangulation - Marianne Lewis

A Theory Development Process Using Existing Case Studies
Beyond Incommensurability? Empirical Expansion on Diversity in Research - Andrea Davies and James Fitchett

Incommensurable Paradigms, Cognitive Bias and the Politics of Marketing Theory - Mark Tadajewski

VOLUME FOUR: RETHINKING CONCEPTS

PART ONE: DEVELOPING CONCEPTS AND THEORIES
A Framework for Conceptual Contributions in Marketing - Deborah MacInnis

A Conceptual Framework for Evaluating Interdisciplinary Research in Marketing - Julie Ozanne, Edward Fern and Manjit Yadav

Theoretical Modeling in Marketing - K. Sridhar Moorthy

Developing Successful Theories in Marketing - Shelby Hunt

Insights from Resource-Advantage Theory
Critical Marketing Theory - Dawn Burton
The Blueprint?
PART TWO: WAYS OF INTERPRETING
Interpreting Consumers - Craig Thompson

A Hermeneutical Framework for Deriving Marketing Insights from Texts of Consumers' Consumption Stories

Pursuing the Meaning of Meaning in the Commercial World - David Glen Mick et al
An International Review of Marketing and Consumer Research Founded on Semiotics

Literary Criticism and Consumer Research - Barbara Stern

Overview and Illustrative Analysis
The Bridge from Text to Mind - Linda Scott

Adapting Reader-Response Theory to Consumer Research

Feminist Literary Theory and Advertising Research - Barbara Stern

A New 'Reading' of the Text and the Consumer

Making the Ad Perfectly Queer - Steven Kates

Marketing 'Normality' to the Gay Men's Community?

Deconstructive Strategy and Consumer Research - Barbara Stern

Concepts and Illustrative Exemplar
VOLUME FIVE: CONSUMER STUDIES

PART ONE: CONCEPTUALIZING THE CONSUMER

Remembering Motivation Research - Mark Tadajewski

Toward an Alternative Genealogy of Interpretive Consumer Research
Behavioral Decision Research - John Payne, James Bettman and Eric Johnson

A Constructive-Processing Perspective
A Modest Proposal for Creating Verisimilitude in Consumer Information Processing Models and Some Suggestions for Establishing a Discipline to Study Consumer Behaviour - Russell Belk

Ethnopsychology - John O'Shaughnessy

A Return to Reason in Consumer Behaviour

Choice and Choicelessness in the Paradigm of Marketing - Nikhilesh Dholakia and Ruby Roy Dholakia

The Sociology of Consumption - Hélène Cherrier and Jeff Murray

The Hidden Facet of Marketing
Postmodern Paralysis - Miriam Catterall, Pauline Maclaran and Lorna Stevens

The Critical Impasse in Feminist Perspectives on Consumers
Working Consumers - Bernard Cova and Daniele Dalli

The Next Step in Marketing Theory?
PART TWO: METHODOLOGY AND METHODS
Falsifying Laboratory Results through Field Tests - Rajeev Batra and Wilfried Vanhonacker

A Time-Series Methodology and Some Results
Historical Methodology - Ronald Fullerton

The Perspective of a Professionally Trained Historian Turned Marketer
Personal Interviews in Cultural Consumer Research - Johanna Moisander, Anu Valtonen and Heidi Hirsto

Post-Structuralist Challenges

Market-Oriented Ethnography - Eric Arnould and Melanie Wallendorf

Interpretation Building and Marketing Strategy Formulation

The Field behind the Screen - Robert Kozinets

Using Netnography for Marketing Research in Online Communities
Projective Techniques in Taiwan and Asia-Pacific Market Research - Clive Boddy

Videography in Marketing and Consumer Research - Russell Belk and Robert Kozinets

Methodology and Industrial Networks - G. Easton

Participatory Action Research - Julie Ozanne and Bige Saatcioglu

Über Autor(innen)

Tadajewski, Mark
I have previously taught at the Universities of Leicester, Essex and Strathclyde and my research interests are fairly eclectic. I continue to engage in research related to the history of marketing, with a specific focus on the influence of the Cold War on marketing and advertising theory. An on-going stream of research deals with racism and eugenics in marketing theory, thought and practice. Suffice to say, these are just a sample of what is presently occupying my attention.