Philosophy of Marketing

Herausgegeben:Tadajewski, Mark; O'Shaughnessy, John; Hyman, Michael

• Gebundenes Buch

Produktbeschreibung

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

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Produktdetails

• SAGE Library in Marketing
• Verlag: SAGE Publications Ltd / Sage Publications
• Five-Volume Set edition
• Seitenzahl: 2032
• Erscheinungstermin: 26. Dezember 2013
• Englisch
• Abmessung: 249mm x 170mm x 150mm
• Gewicht: 3810g
• ISBN-13: 9781446274910
• ISBN-10: 1446274918
• Artikelnr.: 39253203

Autorenporträt

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.

Inhaltsangabe

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

Rezensionen

"After having immersed themselves in the contents of these five wide-ranging volumes, research students and scholars alike will have been exposed to the very best epistemologically pluralistic marketing education available. Following Bachelard, such a scholarly course of instruction will enable them to a make deliberate choice amongst the many alternative paradigms, epistemologies and methodologies on offer, and not to remain prisoners of one dominant model"

Professor Bernard Cova 20130610