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SAGE PUBLISHING Philosophy Of Marketing 5 Volume Set 2013 Edition by TADAJEWSKI, MARK & O'SHAUGHNESSY, JOHN ET AL.
The importance of philosophy for developing marketing and consumer theory is a key area of interest amongst scholars in the field, and is typically one of the more difficult to understand and apply. This new five-volume collection brings together the seminal articles that students and scholars must assimilate if they are to have a fully rounded understanding of the relevance of philosophy for their research, the varied nature of marketing and consumer research, and to help situate their own contributions to knowledge. The major work is edited by three highly-regarded in the field, who also provide a new contextualising introductory chapter for the collection.Volume One : Historical and Philosophical OverviewVolume Two: General Theory and the Realism versus Relativism DebatesVolume Three: Alternative and Multiple ParadigmsVolume Four: Rethinking Concepts Volume Five: Consumer Studies 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 - Soren 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 - Helene 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