마아케팅과 科學的 方法

• 영문명: MARKETING AND SCIENTIFIC METHOD
• 발행기관: 호서대학교 사회과학연구소
• 저자명: 金學允
• 간행물 정보: 『사회과학연구』제5집 제1호, 339~360쪽, 전체 22쪽
• 주제분류: 사회과학 > 사회과학일반
• 파일형태: PDF
• 발행일자: 1986.12.31

영문 초록

The controversy concerning the scientific status of marketing continued for the last four decades. The controversy has been focused on 1) the appropriate subject matter of and breadth for the marketing discipline, 2) the metatheoretical underpinnings of marketing science. According to the literature reviewed, the subject matter of marketing has been clarified as EXCHANGE RELATIONSHIPS. But, for the scientific status of marketing discipline, a review of contemporary literatures in the philosophy, sociology, and history of science reveals that an idealized notion of science as the ultimate source of objectively certified knowledge can not be supported. The implications of these literatures for the marketing-as-science debate are developed, and practical measures for the enhancement of scientific practice in marketing are discussed.

목차

Ⅰ. 序論

Ⅱ. 마아케팅의 本質

Ⅲ. 實証主義/經驗主義

Ⅳ. 相對主義/構成主義

Ⅴ. 結論

參考文獻

ABSTRACT