Philosophy of Marketing

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.

• VOLUME ONE: HISTORICAL AND PHILOSOPHICAL OVERVIEWPART ONE: MARKETING′S HISTORICAL DEVELOPMENT: MULTIPLE PARADIGMATIC PERSPECTIVESScholarly Research in Marketing - William Wilkie and Elizabeth Moore Exploring the ′Four Eras′ of Thought DevelopmentEarly Development of the Philosophy of Marketing Thought - D.G. Brian Jones & David MoniesonAnother 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 PowerA 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 MarketingPART TWO: PHILOSOPHICAL OVERVIEWSOn Making Marketing More Scientific - Johan Arndt Role of Orientations, Paradigms, Metaphors and Puzzle-SolvingArt 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 MARKETINGThe 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 SciencePositivism and Paradigm Dominance in Consumer Research: Toward Critical Pluralism and Rapprochement - Shelby HuntCritical Marketing Studies - Mark Tadajewski Logical Empiricism, ′Critical Performativity′ and Marketing Practice VOLUME TWO: GENERAL THEORY AND THE REALISM VERSUS RELATIVISM DEBATESPART ONE: MARKETING, GENERAL THEORY AND GENERALIZATIONSGeneral 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 MarketingRevisiting 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 MARKETINGCurrent 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 PerspectiveMarketing - Geoff Easton A Critical-Realist ApproachModern Truth and Postmodern Incredulity - Craig Thompson A Hermeneutic Deconstruction of the Meta-Narrative of ′Scientific Truth′ in Marketing ResearchVOLUME THREE: ALTERNATIVE AND MULTIPLE PARADIGMS PART ONE: INTERPRETIVE RESEARCH: CONSUMER CULTURE THEORYConsumer 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 PhenomenologyTowards 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 THOUGHTThe Critical Imagination - Jeff Murray and Julie Ozanne Emancipatory Interests in Consumer ResearchFeminist 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 MarketingPostmodernism and Marketing - John O′Shaughnessy and Nicholas O′Shaughnessy Separating the Wheat from the ChaffPost-Colonialism and Marketing - Gavin Jack PART THREE: NEGOTIATING MULTIPLE PARADIGMS: JUSTIFICATIONS AND FRAMEWORKSMultiparadigm Perspectives on Theory-Building - Dennis Gioia and Evelyn Pitre Meta-Triangulation - Marianne Lewis and Andrew Grimes Building Theory from Multiple ParadigmsIterative Triangulation - Marianne Lewis A Theory Development Process Using Existing Case StudiesBeyond 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 THEORIESA 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 TheoryCritical Marketing Theory - Dawn BurtonThe Blueprint?PART TWO: WAYS OF INTERPRETINGInterpreting 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 alAn International Review of Marketing and Consumer Research Founded on Semiotics Literary Criticism and Consumer Research - Barbara Stern Overview and Illustrative AnalysisThe 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 ExemplarVOLUME FIVE: CONSUMER STUDIES PART ONE: CONCEPTUALIZING THE CONSUMER Remembering Motivation Research - Mark Tadajewski Toward an Alternative Genealogy of Interpretive Consumer ResearchBehavioral Decision Research - John Payne, James Bettman and Eric Johnson A Constructive-Processing PerspectiveA 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 MarketingPostmodern Paralysis - Miriam Catterall, Pauline Maclaran and Lorna Stevens The Critical Impasse in Feminist Perspectives on ConsumersWorking Consumers - Bernard Cova and Daniele Dalli The Next Step in Marketing Theory?PART TWO: METHODOLOGY AND METHODSFalsifying Laboratory Results through Field Tests - Rajeev Batra and Wilfried Vanhonacker A Time-Series Methodology and Some ResultsHistorical Methodology - Ronald Fullerton The Perspective of a Professionally Trained Historian Turned MarketerPersonal 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 CommunitiesProjective 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

"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"