Philosophy of Marketing by Mark Tadajewski, Hardcover | Barnes & Noble
Philosophy of Marketing

Philosophy of Marketing

by Mark Tadajewski
     
 

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

Overview

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

Editorial Reviews

Professor Bernard Cova
"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"

Pauline Maclaran
“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.”

Michael Jay Polonsky
"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.”

Professor Shelby Hunt
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 Zhilin Yang
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

Product Details

ISBN-13:
9781446274910
Publisher:
SAGE Publications
Publication date:
12/26/2013
Series:
SAGE Library in Marketing Series
Edition description:
Five-Volume Set
Pages:
2032
Product dimensions:
6.14(w) x 9.21(h) x (d)

Meet the Author

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.

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