Marketing, Scientific Progress, and Scientific Method
指出关于营销科学地位的长期争论基于对科学的理想化理解，通过回顾当代科学哲学、社会学和历史学文献，质疑这种传统观念，并探讨其对营销科学辩论的启示及改进营销科学实践的措施。
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.