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Philosophy of Marketing
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Philosophy of Marketing

Five Volume Set
Edited by:
December 2013 | 2 032 pages | SAGE Publications Ltd
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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  

 
VOLUME ONE: HISTORICAL AND PHILOSOPHICAL OVERVIEW
 
PART ONE: MARKETING'S HISTORICAL DEVELOPMENT: MULTIPLE PARADIGMATIC PERSPECTIVES
William Wilkie and Elizabeth Moore
Scholarly Research in Marketing
Exploring the 'Four Eras' of Thought Development

 
D.G. Brian Jones & David Monieson
Early Development of the Philosophy of Marketing Thought
Franck Cochoy
Another Discipline for the Market Economy
Marketing as a Performative Knowledge and Know-How for Capitalism

 
Raymond Benton Jr.
The Practical Domain of Marketing
The Notion of a 'Free' Enterprise Economy as a Guise for Institutionalized Marketing Power

 
Eric Shaw and D.G. Brian Jones
A History of Schools of Marketing Thought
Walter Zinn and Scott Johnson
The Commodity Approach in Marketing Research
Is It Really Obsolete?

 
Roger Smalley and John Fraedrich
Aldersonian Functionalism
An Enduring Theory in Marketing

 
 
PART TWO: PHILOSOPHICAL OVERVIEWS
Johan Arndt
On Making Marketing More Scientific
Role of Orientations, Paradigms, Metaphors and Puzzle-Solving

 
Stephen Brown
Art or Science? 50Years of Marketing Debate
P. Peter
Philosophical Tensions in Consumer Inquiry
Laurel Anderson Hudson and Julie Ozanne
Alternative Ways of Seeking Knowledge in Consumer Research
Nikhilesh Dholakia, A. Fuat Firat and Richard Bagozzi
The De-Americanization of Marketing Thought
In Search of a Universal Basis

 
 
PART THREE: LOGICAL EMPIRICISM AND MARKETING
Mark Tadajewski
The Ordering of Marketing Theory
The Influence of McCarthyism and the Cold War

 
A. Fuat Firat
Marketing Science
Issues Concerning the Scientific Method and the Philosophy of Science

 
Shelby Hunt
Positivism and Paradigm Dominance in Consumer Research: Toward Critical Pluralism and Rapprochement
Mark Tadajewski
Critical Marketing Studies
Logical Empiricism, 'Critical Performativity' and Marketing Practice

 
 
VOLUME TWO: GENERAL THEORY AND THE REALISM VERSUS RELATIVISM DEBATES
 
PART ONE: MARKETING, GENERAL THEORY AND GENERALIZATIONS
Shelby Hunt
General Theories and the Fundamental Explananda of Marketing
A. Ehrenberg
Empirical Generalizations, Theory and Method
Valarie Zeithaml, P. 'Rajan' Varadarajan and Carl Zeithaml
The Contingency Approach
Its Foundations and Relevance to Theory-Building and Research in Marketing

 
Michael Hyman
Revisiting the Structural Framework for Marketing Management
Arch Woodside
Middle-Range Theory Construction of the Dynamics of Organizational Marketing-Buying Behavior
Mark Uncles and Simon Kwok
Designing Research with In-Built Differentiated Replications
 
PART TWO: TRUTH, REALISM AND RELATIVISM IN MARKETING
J. Paul Peter
Current Issues in the Philosophy of Science: Implications for Marketing Theory - A Panel Discussion
Paul Anderson
Marketing, Scientific Progress and Scientific Method
Shelby Hunt
Truth in Marketing Theory and Research
Paul Anderson
On Method in Consumer Research
A Critical-Relativist Perspective

 
Geoff Easton
Marketing
A Critical-Realist Approach

 
Craig Thompson
Modern Truth and Postmodern Incredulity
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
Eric Arnould and Craig Thompson
Consumer Culture Theory (CCT): 20Years of Research
Craig Thompson, William Locander and Howard Pollio
Putting Consumer Experience back into Consumer Research
The Philosophy and Method of Existential Phenomenology

 
Søren Askegaard and Jeppe Trolle Linnet
Towards an Epistemology of Consumer Culture Theory
Phenomenology and the Context of Context

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

 
Julia Bristor and Eileen Fischer
Feminist Thought
Implications for Consumer Research

 
A. Fuat Firat and Nikhilesh Dholakia
Theoretical and Philosophical Implications of Postmodern Debates
Some Challenges to Modern Marketing

 
John O'Shaughnessy and Nicholas O'Shaughnessy
Postmodernism and Marketing
Separating the Wheat from the Chaff

 
Gavin Jack
Post-Colonialism and Marketing
 
PART THREE: NEGOTIATING MULTIPLE PARADIGMS: JUSTIFICATIONS AND FRAMEWORKS
Dennis Gioia and Evelyn Pitre
Multiparadigm Perspectives on Theory-Building
Marianne Lewis and Andrew Grimes
Meta-Triangulation
Building Theory from Multiple Paradigms

 
Marianne Lewis
Iterative Triangulation
A Theory Development Process Using Existing Case Studies

 
Andrea Davies and James Fitchett
Beyond Incommensurability? Empirical Expansion on Diversity in Research
Mark Tadajewski
Incommensurable Paradigms, Cognitive Bias and the Politics of Marketing Theory
 
VOLUME FOUR: RETHINKING CONCEPTS
 
PART ONE: DEVELOPING CONCEPTS AND THEORIES
Deborah MacInnis
A Framework for Conceptual Contributions in Marketing
Julie Ozanne, Edward Fern and Manjit Yadav
A Conceptual Framework for Evaluating Interdisciplinary Research in Marketing
K. Sridhar Moorthy
Theoretical Modeling in Marketing
Shelby Hunt
Developing Successful Theories in Marketing
Insights from Resource-Advantage Theory

 
Dawn Burton
Critical Marketing Theory
The Blueprint?

 
 
PART TWO: WAYS OF INTERPRETING
Craig Thompson
Interpreting Consumers
A Hermeneutical Framework for Deriving Marketing Insights from Texts of Consumers' Consumption Stories

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

 
Barbara Stern
Literary Criticism and Consumer Research
Overview and Illustrative Analysis

 
Linda Scott
The Bridge from Text to Mind
Adapting Reader-Response Theory to Consumer Research

 
Barbara Stern
Feminist Literary Theory and Advertising Research
A New 'Reading' of the Text and the Consumer

 
Steven Kates
Making the Ad Perfectly Queer
Marketing 'Normality' to the Gay Men's Community?

 
Barbara Stern
Deconstructive Strategy and Consumer Research
Concepts and Illustrative Exemplar

 
 
VOLUME FIVE: CONSUMER STUDIES
 
PART ONE: CONCEPTUALIZING THE CONSUMER
Mark Tadajewski
Remembering Motivation Research
Toward an Alternative Genealogy of Interpretive Consumer Research

 
John Payne, James Bettman and Eric Johnson
Behavioral Decision Research
A Constructive-Processing Perspective

 
Russell Belk
A Modest Proposal for Creating Verisimilitude in Consumer Information Processing Models and Some Suggestions for Establishing a Discipline to Study Consumer Behaviour
John O'Shaughnessy
Ethnopsychology
A Return to Reason in Consumer Behaviour

 
Nikhilesh Dholakia and Ruby Roy Dholakia
Choice and Choicelessness in the Paradigm of Marketing
Hélène Cherrier and Jeff Murray
The Sociology of Consumption
The Hidden Facet of Marketing

 
Miriam Catterall, Pauline Maclaran and Lorna Stevens
Postmodern Paralysis
The Critical Impasse in Feminist Perspectives on Consumers

 
Bernard Cova and Daniele Dalli
Working Consumers
The Next Step in Marketing Theory?

 
 
PART TWO: METHODOLOGY AND METHODS
Rajeev Batra and Wilfried Vanhonacker
Falsifying Laboratory Results through Field Tests
A Time-Series Methodology and Some Results

 
Ronald Fullerton
Historical Methodology
The Perspective of a Professionally Trained Historian Turned Marketer

 
Johanna Moisander, Anu Valtonen and Heidi Hirsto
Personal Interviews in Cultural Consumer Research
Post-Structuralist Challenges

 
Eric Arnould and Melanie Wallendorf
Market-Oriented Ethnography
Interpretation Building and Marketing Strategy Formulation

 
Robert Kozinets
The Field behind the Screen
Using Netnography for Marketing Research in Online Communities

 
Clive Boddy
Projective Techniques in Taiwan and Asia-Pacific Market Research
Russell Belk and Robert Kozinets
Videography in Marketing and Consumer Research
G. Easton
Methodology and Industrial Networks
Julie Ozanne and Bige Saatcioglu
Participatory Action Research

"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
Euromed Management Marseille, France

“Philosophy is like plumbing, according to English philosopher Mary Midgely, because both are complex and usually go unnoticed. Although philosophy underpins our theory construction and embeds underpinning assumptions that are taken-for-granted,  marketing scholars most frequently ignore its importance.  This set of major works is long overdue and will make a significant contribution to the production of knowledge in the marketing and consumer research disciplines.”

Pauline Maclaran
Royal Holloway, University of London

"The five volumes draw together the seminal works on a broad range of theoretical and methodological issues, as well includes current works that are shaping research today and into the future. With the increasing volume of published material available it is harder to identify the driving ideas within the discipline and the five volumes are an invaluable resource for over-viewing the development alternative perspectives applied within marketing and research within marketing.” 

Michael Jay Polonsky
School of Management and Marketing, Deakin University

Many marketing scholars and students are uninformed about the philosophical foundations of marketing theory and research.  A corrective is sorely needed, and the five volumes that comprise The Philosophy of Marketing Theory: Paradigms, Epistemology, and Methodology contribute significantly to developing a philosophical foundation for marketing scholarship that is reasoned, respectful of evidence, historically informed, and tolerant— yet critical— of alternative theories and methods

Professor Shelby Hunt
The Jerry S. Rawls and P. W. Horn Professor of Marketing, Texas Tech University

This is the first meaningful, comprehensive collection of works on the philosophy of contemporary marketing theory.  I would highly recommend it as text for students and scholars to explore the diversified paradigms, epistemology, and methodology in the field of marketing

Professor Zhilin Yang
City University of Hong Kong

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Hardcover
ISBN: 9781446274910
$1,430.00

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