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Is Marketing a Science: Debate Revisited

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  • Sharma, Dheeraj

Abstract

In pursuance of determining the scientific status of marketing, this article first determines what constitutes science. Thereafter, the article conducts a formal analysis of various schools of thought of science. Specifically, the article offers a comparison between historical relativism, scientific realism, logical empiricism, and logical positivism. Furthermore, in view of analysis, this article examines if marketing qualifies to be a science. Finally, the article attempts to offer a resolution to the ongoing debate on scientific status of marketing by proposing resource advantage theory as a general theory of marketing.

Suggested Citation

  • Sharma, Dheeraj, 2016. "Is Marketing a Science: Debate Revisited," IIMA Working Papers WP2016-03-30, Indian Institute of Management Ahmedabad, Research and Publication Department.
  • Handle: RePEc:iim:iimawp:14483
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