TAILIEUCHUNG - Marketing: practicing the art of science

The paper revisits the various schools of thought of arts and science to critically analyse scientific realism, logical positivism, historic relativism and logical empiricism. | Marketing practicing the art of science International Journal of Management IJM Volume 8 Issue 3 May June 2017 96 Article ID IJM_08_03_009 Available online at http ijm JType IJM amp VType 8 amp IType 3 Journal Impact Factor 2016 Calculated by GISI ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication MARKETING PRACTICING THE ART OF SCIENCE Mithun S Ullal SCEM Adyar Mangalore India ABSTRACT Success is not an accident but an incident an incident which is a summation of hard work perseverance and learning. Success in a dynamic industry of marketing is mistaken to be an accident. Which leaves us at point of cross roads one which leads towards art and the other towards science. As to where should the bus of marketing be going. The debate on whether marketing is an art or science here becomes inevitable. The paper revisits the various schools of thought of arts and science to critically analyse scientific realism logical positivism historic relativism and logical empiricism. The paper analyses Marketing from the point of view to qualify it as art of science. The paper proposes a general theory of marketing as Resource Advantage Theory. Key words Resource Advantage Theory Scientific realism Logical positivism Historic relativism and Logical empiricism. Cite this Article Mithun S Ullal Marketing Practicing the Art of Science. International Journal of Management 8 3 2017 pp. 91 96. http IJM JType IJM amp VType 8 amp IType 3 1. INTRODUCTION From the time marketing was born practitioners have taken an insightful view on marketing being an art or science and how could the current marketing thought constitute the theory for the subject. An attempt at the theory of marketing was made as early as 1968 in subcomponent theory which is averse to hierarchical theory which is significant in the field of science. A lot of researchers have argued that marketing is field of science prominent .

• Marketing - Bán hàng
• Schools of thought of arts and science
• Analyse scientific realism
• Historic relativism and logical empiricism
• Resource Advantage Theory
• Dynamic industry of marketing