Marketing, Scientific Progress, and Scientific Method
作者指出，长期以来关于营销是否是一门科学的争论，都是基于一种理想化的科学观念，即把科学视为客观认证知识的终极来源。然而，作者回顾了当代科学哲学、科学社会学和科学史文献后发现，这种经典的科学观是站不住脚的。基于这些文献，作者探讨了它们对营销作为科学这一争论的启示，并讨论了提升营销领域科学实践的具体措施。
It is argued that the long debate concerning the scientific credentials of marketing has been couched in terms of an idealized notion of science as the ultimate source of objectively certified knowledge. A review of contemporary literature in the philosophy, sociology, and history of science reveals that this canonical conception of science cannot be supported. The implications of this literature for the marketing–as–science debate are developed, and practical measures for the enhancement of scientific practice in marketing are discussed.