Philosophy of Marketing: (SAGE Library in Marketing)

About the Book

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

Table of Contents:
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

About 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.  

Review :

"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" 

"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."

"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." 

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 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