Abstract
Science is analyzed as a special case of marketing—the marketing of ideas in the form of substantive and methodological theories. The marketing mix, target markets, and marketing objectives are developed for the scientific arena, and a formal analysis of a relativistic/constructionist view of science is used to support the approach. This view is contrasted with the positivistic/empiricist perspective of science currently dominant in marketing and other social sciences. Recommendations are offered for improved methods of developing knowledge.
Keywords
PositivismMarketing sciencePerspective (graphical)MarketingMarketing researchMarketing mixQualitative marketing researchStrict constructionismSociologySocial constructionismMarketing managementPolitical scienceBusinessRelationship marketingSocial scienceComputer science
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Publication Info
- Year
- 1983
- Type
- article
- Volume
- 47
- Issue
- 4
- Pages
- 111-125
- Citations
- 288
- Access
- Closed
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Cite This
J. Paul Peter,
Jerry C. Olson
(1983).
Is Science Marketing?.
Journal of Marketing
, 47
(4)
, 111-125.
https://doi.org/10.1177/002224298304700412
Identifiers
- DOI
- 10.1177/002224298304700412