MKTG 670: Marketing Theory, Course Readings

(Last edited: 22 December 2005.)

MKTG 670: MARKETING THEORY

Course Readings
Fall 2005

Instructor: Dr. Michael R. Hyman, Wells Fargo Professor of Marketing

Return to Syllabus for MKTG 670

What Is Science

Bevan, William (1991), "Contemporary Psychology: A Tour Inside the Onion," American Psychologist, 46 (May), 475-483. (pdf)
Cole, K. C. (1984), "The Essence of Understanding, Discovery, April, 57, 60. (pdf)
Feynman, Richard P. (1988), What Do You Care What Other People Think? Further Adventures of a Curious Character. New York, NY: Bantam Books, 11-19. (pdf)
Selected quotes about science, scientists, and research. (pdf)
Fischer, Robert B. (1975), "Definitions of Science," in Science, Man, and Society (2nd ed.). Philadelphia, PA: W. B. Saunders Co., 3-10. (pdf)
Ziman, John (1968), "What Is Science?" in Introductory Readings in the Philosophy of Science, Klemke, et al., eds. Buffalo, NY: Prometheus Books, 35-54. (pdf)
Gjertsen, Derek (1988), Science and Philosophy: Past and Present. Baltimore, MD: Penguin Books, 29-50. (pdf)
Butts, Robert E. (1993), "Sciences and Pseudosciences," in Philosophical Problems of the Internal and External Worlds: Essays on the Philosophy of Adolf Grunbaum, Earman, et al., eds. Pittsburgh, PA: University of Pittsburgh Press, 163-185. (READ 163-171, SKIM 172-185) (pdf)
Bauer, Henry H. (1992), Scientific Literacy and the Myth of the Scientific Method. Urbana, IL: University of Illinois Press, 19-41. (pdf)
Ferris, Timothy (1992), The Mind's Sky: Human Intelligence in a Cosmic Context. New York, NY: Bantam Books, 3-15. (pdf)
Fiske, Donald W. (1986), "Specificity of Method and Knowledge in Social Science," in Metatheory in Social Science: Pluralisms and Subjectivities, Fiske and Shweder, eds. Chicago, IL: The University of Chicago Press, 61-82. (pdf)

Supplemental

Conant, James B. (1951), Science and Common Sense. New Haven, CT: Yale University Press, 23-41. (pdf)
Ferris, Timothy (1992), The Mind's Sky: Human Intelligence in a Cosmic Context. New York, NY: Bantam Books, 201-222. (pdf)
Richter, Burton (1995), "The Role of Science in Our Society," Physics Today, 48 (September), 43-47. (pdf)
Bateson, Gregory (1980), Mind and Nature: A Necessary Unity. New York, NY: Bantam Books, 27-71. (READ FOR PAPER IDEA) (pdf)
LeShan, Lawrence and Henry Margenau (1982), Einstein's Space and Van Gogh's Sky: Physical Reality and Beyond. New York, NY: Collier Books, 143-168. (READ FOR MAIN POINT) (pdf)
Horgan, John (1996), The End of Science: Facing the Limits of Knowledge in the Twilight of the Scientific Age. Reading, MA: Helix Books, 143-158. (pdf)
Holton, Gerald (1993), Science and Anti-Science. Cambridge, MA: Harvard University Press, 126-144. (pdf)
Skinner, B.F. (1989), "The Origins of Cognitive Thought," American Psychologist, 44 (January), 13-18. (pdf)
Sorensen, Roy A. (1992), Thought Experiments. New York, NY: Oxford University Press, 132-166. (pdf)
McCall, Robert B. (1996), "The Concept and Practice of Education, Research, and Public Service in University Psychology Departments," American Psychologist, 51 (April), 379-388. (pdf)
Hewitt, Paul G. (1995), "Lessons from Lily on the Introductory Course," Physics Today, 48 (September), 85-86. (pdf)
Slife, Brent D. and Richard N. Williams (1997), "Toward a Theoretical Psychology: Should a Subdiscipline Be Formally Recognized," American Psychologist, 52 (February), 117-129. (pdf)
Fowler, Raymond D. (1990), "Psychology: The Core Discipline," American Psychologist, 45 (January), 1-6. (pdf)

Is Marketing a Science?

Hunt, Foundations of Marketing Theory, pp.1-84.
Hyman, Michael R., Robert Skipper, and Richard Tansey (1991), "Two Challenges for the Three Dichotomies Model," in 1991 AMA Winter Educators' Conference, Childers, et al., eds. Chicago: American Marketing Association, 417-422 (pdf; complete online version).
Kotler, Philip (1972), "A Generic Concept of Marketing," Journal of Marketing, 36 (April), 46-54. (pdf)
Levy, Sidney J. (1976), "Marcology 101 or the Domain of Marketing," in 1976 AMA Summer Educators' Conference Proceedings, Bernhardt, ed. Chicago: American Marketing Association, 577-581.
Laczniak, Gene R. and Donald A. Michie (1979), "The Social Disorder of the Broadened Concept of Marketing, Journal of the Academy of Marketing Science, 7 (Summer), 214-231.
Bartels, Robert (1951), "Can Marketing Be a Science?" Journal of Marketing, 15 (January), 319-328.(pdf)
Hutchinson, Kenneth D. (1952), "Marketing as a Science: An Appraisal," Journal of Marketing, 16 (January), 286-293. (pdf)
Bartels, Robert (1974), "The Identity Crisis in Marketing," Journal of Marketing, 38 (October), 73-76. (pdf)
O'Shaughnessy, John and Michael J. Ryan (1979), "Marketing, Science, and Technology," in Conceptual and Theoretical Developments in Marketing, Ferrell, et al., eds. Chicago: American Marketing Association, 557-589.
Zaltman, Lemasters, and Heffring, Theory Construction in Marketing, pp.1-24. (SKIM)
Baker, Michael J. (1995), "The Need for Theory in Marketing," in Marketing Theory and Practice (Baker, ed.). New York, NY: Macmillan Business, 10-22.
Brown, Stephen (1998), Postmodern Marketing 2. London, UK: International Thomson Business Press, 14-34.
Brown, Stephen (1995), Postmodern Marketing. London, UK: Routledge, 26-58.
Wilkie, William L. and Elizabeth S. Moore (1999), "Marketing's Contributions to Society," Journal of Marketing, 63 (Special Issue), 198-218. (pdf)
Brown, Stephen (2002), "Vote, Vote, Vote for Philip Kotler," European Journal of Marketing, 36 (3), 313-324. (pdf)

Markets and the Marketing Concept

Fennell, Geraldine and Joel Saegert (1998), "Implications of the Marketing Concept: What the Textbooks Fail to State," Proceedings of the SCP 1998 Winter Meeting, Austin, TX, 65-74.
Valentin, E. K. (1996), "The Marketing Concept and the Conceptualization of Market Strategy," Journal of Marketing Theory and Practice, (Fall), 16-26. (pdf)
Hyman, Michael R. and Richard Tansey (1992), "The Evolution of Applied Marketing Theory as Evinced by Marketing Textbooks," in 1992 AMA Winter Educators' Conference Proceedings, Allen, et al., eds. Chicago, IL: American Marketing Association, 328-338.

Exchange: The Central Notion of Marketing?

Hyman, Michael (2004), "Revising the Structural Framework for Marketing Management," Journal of Business Research, 57 (September), 923-932 (pdf; complete online version).
Anderson, Wilton Thomas, Goutam N. Challagalla, and Richard G. McFarland (1999), "Anatomy of Exchange," Journal of Marketing Theory and Practice, 7 (Fall), 8-19. (pdf)
Harris, Sharon (1996), "Are We Teaching the "Science of Transactions?" in Marketing: Moving Toward the 21^st Century (SMA Conference Proceedings), Stuart, et al., eds. Rock Hill, SC: Winthrop University, 365-368.
Maignan, Isabelle (1995), "Exchange Types and the Nature of Marketing," in 1995 Southern Marketing Association Proceedings, Engelland and Smart, eds. Evansville, IN: Southern Marketing Association, 368-371.
Houston, Franklin S., Jule B. Gassenheimer, and James M. Maskulka (1992), Marketing Exchange Transactions and Relationships. Westport, CN: Quorum Books, 127-171.
Foxall, Gordon (1989), "Marketing's Domain," European Journal of Marketing, 23 (8), 7-23. (pdf)

End of Marketing

Holbrook, Morris B. and James M. Hulbert (2002), "Elegy on the Death of Marketing," European Journal of Marketing, 36 (5/6), 706-732. (pdf)
Brown, Stephen (1997), "Six Sixty-six and All That (or, What the Hell is Marketing Eschatology?)," European Journal of Marketing, 31 (9//10), 639-653. (pdf)
McDounagh, Pierre and Andrea Prothero (1996), "Making a Drama Out of a Crisis: The final curtain for the marketing concept," in Marketing Apocalypse: Eschatology, escapology and the illusion of the end, Brown, Bell and Carson, eds. London, UK: Routledge, 44, 54-65.
Brown, Stephen and Pauline Maclaren (1996), "The Future is Past: Marketing, apocalypse and the retreat from utopia," in Marketing Apocalypse: Eschatology, escapology and the illusion of the end, Brown, Bell and Carson, eds. London, UK: Routledge, 260-277.

Supplemental

Hunt, Shelby D. (1976), "The Nature and Scope of Marketing," Journal of Marketing, 40 (July), 17-28. (pdf)
Hunt, Shelby D. (1992), "Marketing Is . . ." Journal of the Academy of Marketing Science, 20 (Fall), 301-311.
Hunt, Shelby D. (2002), "Marketing as a Profession: On Closing Stakeholder Gaps," European Journal of Marketing, 36 (3), 305-312. (pdf)
Brown, Stephen, Pauline Maclaren, and Lorna Stevens (1996), "Marcadia Postponed: Marketing, Utopia and the Millennium," Journal of Marketing Management, 12, 671-683. (pdf)
Cornelissen, Joep (2002), "Academic and Practitioner Theories of Marketing," Marketing Theory, 2 (1), 133-143.
Ryans, John K., Donald G. Howard, William P. Howell, and David M. Savino (1988), "Marketing Theory Attitudes: A Comparison of 1974 and 1987 Surveys of JM Editorial Board Members," in 1988 AMA Winter Educators' Conference Proceedings, Shapiro and Walle, eds. Chicago, IL: American Marketing Association, 515-518.
Mackie, John L. (1970), Ethics: Inventing Right and Wrong. Baltimore, MD: Penguin Books, 64-82. (SKIM--Is/Ought Distinction)
Fox, Ronald E. (1996), "Charlatanism, Scientism, and Psychology's Social Contract," American Psychologist, 51 (August), 777-784. (pdf)

Production of Marketing Knowledge

AMA Task Force (1988), "Developing, Disseminating, and Utilizing Marketing Knowledge," Journal of Marketing, 52 (October), 1-25. (pdf)
Hirschman, Elizabeth C. (1987), "Marketing Research: To Serve What Purpose?" in 1987 AMA Winter Educators' Conference Proceedings, Belk, et al., eds. Chicago: American Marketing Association, 204-208.
Holbrook, Morris B. (1987), "What Is Marketing Research?" in 1987 AMA Winter Educators' Conference Proceedings, Belk, et al., eds. Chicago: American Marketing Association, 214-216.
Hyman, Michael R. (1990), "Unbounded Collaboration: A Way to Broaden and Improve Marketing Theory," in AMA Winter Educators' Conference Proceedings, Lichtenthal, et al., eds. Chicago, IL: American Marketing Association, 1-4.
Murray, Jeff B., Deborah J. Evers, and Swinder Janda (1995), "Marketing, Theory Borrowing, and Critical Reflection," Journal of Macromarketing, 15 (Fall), 92-106.
Howard, Donald G., David M. Savins, William Howell, and John K. Ryans, Jr. (1991), "The Evolution of Marketing Theory in the United States and Europe," European Journal of Marketing, 25 (2), 7-16. (pdf)
Johnson, Eric J. (2001), "Digitizing Consumer Research," Journal of Consumer Research, 28 (September), 331-336. (pdf)
Rossiter, John R. (2001), "What is Marketing Knowledge? Stage I: Forms of Marketing Knowledge," Marketing Theory, 1 (1), 9-26.

Journal Ranking

Bauerly, Ronald J. and Don T. Johnson (2005), "An Evaluation of Journals Used in Doctoral Marketing Programs," Journal of the Academy of Marketing Science, 33 (Summer), 313-329. (pdf)
Polonsky, Michael Jay and Paul Whitelaw (2005), "What are We Measuring When We Evaluate Journals?" Journal of Marketing Education, 27 (August), 189-201. (pdf)
Guidry, Julie Anna, Brandi N. Guidry Hollier, Linda Johnson, John R. Tanner, and Christiane Veltos (2004), "Surveying the Cites: A Ranking of Marketing Journals Using Citation Analysis," Marketing Education Review, 14 (Spring), 45-59. (pdf)
Bakir, Aysen, Scott J. Vitell, and Gregory M. Rose (2000), "Publications in Major Marketing Journals: An Analysis of Scholars and Marketing Departments," Journal of Marketing Education, 22 (August), 99-107. (pdf)
Polonsky, Michael Jay, Gary Jones, and Megan J. Kearsley (1999), "Accessibility: An Alternative Method of Ranking Marketing Journals?" Journal of Marketing Education, 21 (December), 181-193. (pdf)
Koojaroenprasit, Narong, Art Weinstein, William C. Johnson, and David O. Remington (1998), "Marketing Journal Rankings Revisited: Research Findings and Academic Implications," Marketing Education Review, 8 (Spring), 95-101. (pdf)

Bibliometric Studies in Marketing

Zinkhan, George M., Martin S. Roth, and Mary Jane Saxton (1992), "Knowledge Development and Scientific Status in Consumer-Behavior Research: A Social Exchange Perspective," Journal of Consumer Research, 19 (September), 282-291. (pdf)
Hoffman, Donna L. and Morris B. Holbrook (1993), "The Intellectual Structure of Consumer Research: A Bibliometric Study of Author Cocitations in the First 15 Years of the Journal of Consumer Research," Journal of Consumer Research, 19 (March), 505-517. (SKIM METHODOLOGICAL DISCUSSION) (pdf)
Tellis, Gerard, Rajesh K. Chandy, and David S. Ackerman (1999), "In Search of Diversity: The Record of Major Marketing Journals," Journal of Marketing Research, 36 (February), 120-131. (pdf)
Cote, Joseph A., Siew Meng Leong, and Hane Cote (1992), "Assessing the Influence of Marketing Research on the Social Science Literature," Marketing Letters, 3 (3), 251-258. (pdf)

Commodification of Marketing Knowledge

Brownlie, Douglas and Michael Saren (1995), "On the Commodification of Marketing Knowledge," Journal of Marketing Management, 11, 619-627. (pdf)
Baker, Michael J. (1995), "A Comment on: The Commodification of Marketing Knowledge," Journal of Marketing Management, 11, 629-634. (pdf)
Hunt, Shelby D. and Steven Edison (1995), "On the Marketing of Marketing Knowledge," Journal of Marketing Management, 11, 635-639. (pdf)
Holbrook, Morris B. (1995), "The Four Faces of Commodification in the Development of Marketing Knowledge," Journal of Marketing Management, 11, 641-654. (pdf)
Armstrong, J. Scott (1995), "Quality Control Versus Innovation in Research on Marketing," Journal of Marketing Management, 11, 655-660. (pdf)
Hubbard, Raymond (1995), "The Commodification of Marketing Knowledge: It's Not Enough to Count the Numbers," Journal of Marketing Management, 11, 671-673. (pdf)

Research Productivity in Marketing

Dembkowski, Sabine, Adamatios Diamatopoulos, and Bodo B. Schlegelmilch (1994), "Measuring the Research Performance of Marketing Academics: Issues, Methods, and Further Research Directions," Marketing Education Review, 4 (Summer), 42-52. (pdf)
Powers, Thomas L., John E. Swan, Theodore Bos, and John Frank Patton (1998), "Career Research Productivity Patterns of Marketing Academics," Journal of Business Research, 42, 75-86.
Franke, George R. and Deborah F. Spake (1996), "Research Productivity, Teaching Interests, and Work Experience of Entry-Level Marketing Faculty Candidates," in Marketing: Moving Toward the 21^st Century (SMA Conference Proceedings), Stuart, et al., eds. Rock Hill, SC: Winthrop University, 172-176.

Replication Studies in Marketing

Easley, Richard W., Charles S. Madden, and Mark G. Dunn (2000), "Conducting Marketing Science: The Role of Replication in the Research Process," Journal of Business Research, 48 , 83-92.
Okleshen, Cara and Robert Mittelstaedt (1998), "Revisiting the Replicability of Marketing Research: Reported Content and Author Cooperation Eighteen Years Later," in 1998 AMA Winter Educators' Conference, Grewel, et al., eds. Chicago, IL: American Marketing Association, 3-10.
Hubbard, Raymond and J. Scott Armstrong (1994), "Replications and Extensions in Marketing--Rarely Published But Quite Contrary," International Journal of Research in Marketing, 11, 233-248. (pdf)
Wilk, Richard R. (2001), "The Impossibility and Necessity of Re-Inquiry: Finding Middle Ground in Social Science," Journal of Consumer Research, 28 (September) 308-312. (pdf)

Supplemental

Myers, John G., Stephen A. Greyser, and William F. Massy (1980), Marketing Research and Knowledge Development: An Assessment for Marketing Management. Englewood Cliffs, NJ: Prentice-Hall, Inc., 52-100.
Churchill, Gilbert A. Jr. (1988), "Comments on the AMA Task Force Study," Journal of Marketing, 52 (October), 26-31. (pdf)
Garda, Robert A. (1988), "Comment (on the AMA Task Force Study)," Journal of Marketing, 52 (October), 32-41. (pdf)
Hunt, Shelby D. (1988), "Comment (on the AMA Task Force Study)," Journal of Marketing, 52 (October), 42-47. (pdf)
Webster, Frederick E. (1988) "Comment (on the AMA Task Force Study)," Journal of Marketing, 52 (October), 48-51 (pdf).
"Some Major and Minor Weaknesses Observed in Manuscripts Submitted to the Journal of Marketing"
Evaluating Strengths and Weaknesses of Manuscripts
Myers, John G., Stephen A. Greyser, and William F. Massy (1979), "The Effectiveness of Marketing's R&D For Marketing Management: An Assessment," Journal of Marketing, 43 (January), 17-29. (FOR HISTORICAL AND CURRENT PERSPECTIVE) (pdf)
Peattie, Ken and Andrea Prothero (1992), "The Marketing Message: Being Broadcast Load and Clear?" Journal of Marketing Management, 8, 21-34. (READ FOR MAIN POINT) (pdf)
Greenley, Gordon (1995), "A Comment on: The Commodification of Marketing Knowledge," Journal of Marketing Management, 11, 665-669. (pdf)
McDonagh, Pierre (1995), "Radical Change Through Rigorous Review? A Commentary on the Commodification of Marketing Knowledge," Journal of Marketing Management, 11, 675-679. (pdf)
Desmond, John (1995), "Reclaiming the Subject: Decommodifying Marketing Knowledge?" Journal of Marketing Management, 11, 721-746. (pdf)
Hubbard, Raymond and Daniel E. Vetter (1996), "An Empirical Comparison of Published Replication Research in Accounting, Economics, Finance, Management, and Marketing," Journal of Business Research, 35, 153-164.
Madden, Charles S., Richard W. Easley, and Mark G. Dunn (1995), "How Journal Editors View Replication Research," Journal of Advertising, 24 (Winter), 77-87. (pdf)
Luke, Robert H. and E. Reed Doke (1987), "Marketing Journal Hierarchies: Faculty Perceptions, 1986-1987," Journal of the Academy of Marketing Science, 15 (Spring), 74-78.
Zinkhan, George M. (2005), "Scientific Status and Knowledge Use: Two Perspectives," Journal of the Academy of Marketing Science, 33 (Summer), 251-253. (pdf)
Theoharakis, Vasilis and Andrew Hirst (2002), "Perceptual Differences of Marketing Journals: A Worldwide Perspective," Marketing Letters, 13 (4), 389-402. (pdf)
Tahai, Alireza, Wayne Kelly, and Ronald D. Taylor (1997), "Investigation into a Citation Based Ranking Procedure for Marketing Journals," in Marketing: Moving Toward the 21^st Century (SMA Conference Proceedings), Stuart, et al., eds. Rock Hill, SC: Winthrop University, 186-188.
Zinkhan, George M. and Thomas W. Leigh (1999), "Assessing the Quality Ranking of the Journal of Advertising, 1986-1997," Journal of Advertising, 28 (Summer), 51-70. (pdf)
McIntyre, Shelby H. and Max Sutherland (2002), "A Critical Analysis into the Accumulation of Marketing Knowledge at the Level of the Firm," Marketing Theory, 2 (4), 403-418. (pdf)
McKenzie, C. J., S. Wright, D. F. Ball, and P. J. Baron (2002), "Commentary: The Publications of Marketing Faculty--Who are We Really Talking To?" European Journal of Marketing, 36 (11/12), 1196-1208. (pdf)
Hunter, John E. (2001), "The Desperate Need for Replications," Journal of Consumer Research, 28 (June), 149-158. (pdf)

History of Marketing

Sheth, Gardner, and Garrett, Marketing Theory, entire book.
Fullerton, Ronald A. (1986), "Historicism: What it is, and What it Means for Consumer Research," in Advances in Consumer Research, Wallendorf and Anderson, eds. Association for Consumer Research, 431-434. (pdf)
Jones, D. G. Brian and David D. Monieson (1990), "Historical Research in Marketing: Retrospective and Prospect," Journal of the Academy of Marketing Science, 18 (Fall), 269-278.
Wilkinson, Ian (2001), "A History of Network and Channels Thinking in Marketing in the 20th Century," Australasian Marketing Journal, 9 (2), 23-52. (pdf)
Smalley, Roger and John Fraedrich (1995), "Aldersonian Functionalism: An Enduring Theory in Marketing," Journal of Marketing Theory and Practice, 3 (Fall), 1-16. (pdf)
Zinn, Walter and Scott D. Johnson (1990), "The Commodity Approach in Marketing Research: Is It Really Obsolete?" Journal of the Academy of Marketing Science, 18 (Fall), 345-353.
Mittelstaedt, Robert A, (1990), "Economics, Psychology, and the Literature of the Subdiscipline of Consumer Behavior," Journal of the Academy of Marketing Science, 18 (Fall), 303-311.

Periodization of Marketing History

Bartels, Robert (1970), Marketing Theory and Metatheory. Homewood, IL: Richard D. Irwin, Inc., 102-127.
Bartels (1976), The History of Marketing Thought, pp.1-33, 123-243. (SKIM 1-20; READ CHAPTERS 9, 10, 12, 14)
Shaw, Eric H. and Robert D. Tamilia (2001), "Robert Bartels and the History of Marketing Thought," Journal of Macromarketing, 21 (December), 156-163. (pdf)
Tamilia, Robert D. (1988), "Broadening Marketing Education: Toward a Bartellian Macromarketing Philosophy," in 1988 AMA Winter Educators' Conference Proceedings, Shapiro and Walle, eds. Chicago, IL: American Marketing Association, 507-514.
Brown, Stephen (1996), "Trinitarianism, the Eternal Evangel and the Three Eras Schema," in Marketing Apocalypse: Eschatology, escapology and the illusion of the end, Brown, Bell, and Carson, eds. London, UK: Routledge, 23-43.
Hollander, Stanley C. (1986), "The Marketing Concept: A Deja Vu," in Marketing Management Technology as a Social Process, Fisk, ed. New York, NY: Praeger, 3-29. (SKIM 3-20, 25-29; READ 21-24)
Hollander, Stanley C., Kathleen M. Rassuli, D. G. Brian Jones, and Laura Farlow Dix (2005), "Periodization in Marketing History," Journal of Macromarketing, 25 (June), 32-41. (pdf) (READ FOR MAIN POINTS AND EXAMPLES)

'4 Eras' Article and Commentary

Wilkie, William L. and Elizabeth S. Moore (2003), "Scholarly Research in Marketing: Exploring the '4 Eras' of Thought Development," Journal of Public Policy and Marketing, 22 (Fall), 116-146. (commentaries listed below) (pdf)
Webster, Frederick E. Jr. (2005), "A Perspective on the Evolution of Marketing Management," Journal of Public Policy & Marketing, 24 (Spring), 121-126. (pdf)
Peterson, Robert A. (2005), "Ruminations on Theory and Research Scholarship in Marketing," Journal of Public Policy & Marketing, 24 (Spring), 127-130. (pdf)
McAlister, Leigh M. (2005), "Toward Insight and Relevance," Journal of Public Policy & Marketing, 24 (Spring), 131-132. (pdf)
Andreasen, Alan R. (2005), "Marketing Scholarship, Intellectual Leadership, and the Zeitgeist," Journal of Public Policy & Marketing, 24 (Spring), 133-136. (pdf)
Lehmann, Donald R. (2005), "Journal Evolution and the Development of Marketing," Journal of Public Policy & Marketing, 24 (Spring), 137-142. (pdf) (READ FOR LIST OF MARKETING JOURNALS)
Holbrook, Morris B. (2005), "Marketing Education as Bad Medicine for Society: The Gorilla Dances," Journal of Public Policy & Marketing, 24 (Spring), 143-145. (pdf)
Staelin, Richard (2005), "Eras III and IV: My Reflections," Journal of Public Policy & Marketing, 24 (Spring), 146-149. (pdf)
Montgomery, David B. (2005), "Asian Management Education: Some Twenty-First-Century Issues," Journal of Public Policy & Marketing, 24 (Spring), 150-154. (pdf)
Urban, Glen L. (2005), "Customer Advocacy: A New Era in Marketing?" Journal of Public Policy & Marketing, 24 (Spring), 155-159. (pdf)
Sheth, Jagdish N. and Rajendra S. Sisodia (2005), "A Dangerous Divergence: Marketing and Society," Journal of Public Policy & Marketing, 24 (Spring), 160-162. (pdf)

Specific Journals

Malhotra, Naresh (1996), "The Impact of the Academy of Marketing Science on Marketing Scholarship: An Analysis of the Research Published in JAMS," Journal of the Academy of Marketing Science, 24 (Fall), 291-298.
Kerin, Roger A. (1996), "In Pursuit of an Ideal: The Editorial and Literary History of the Journal of Marketing," Journal of Marketing, 60 (January), 1-13. (pdf)

Supplemental

Fullbrook, Earl S. (1940), "The Functional Concept of Marketing," Journal of Marketing, 4 (January), 229-237. (pdf)
Applebaum, William (1947), "The Journal of Marketing: The First Ten Years," Journal of Marketing, 11 (April), 355-363. (pdf)
Applebaum, William (1952), "The Journal of Marketing: Postwar," Journal of Marketing, 16, 294-300. (pdf)
Chonko, Lawrence and Patrick M. Dunne (1982), "Marketing Theory: A Status Report," in 1982 AMA Marketing Theory Conference, Bush and Hunt, eds. Chicago: American Marketing Association, 43-46.
Priem, Richard L. (1992), "Industrial Organization Economics and Alderson's General Theory of Marketing," Journal of the Academy of Marketing Science, 20 (Spring), 135-141.
Day, George S. (1996), "Using the Past as a Guide to the Future: Reflections on the History of the Journal of Marketing," Journal of Marketing, 60 (January), 14-16. (pdf)
Enright, Michael (2002), "Marketing and Conflicting Dates for its Emergence: Hotchkiss, Bartels, the 'Fifties School' and Alternative Accounts," Journal of Marketing Management, 18, 445-461. (pdf)
Vargo, Stephen and Fred W. Morgan (2005), "Services in Society and Academic Thought: An Historical Analysis," Journal of Macromarketing, 25 (June), 42-53. (pdf)
Buchanan, Richard W. (2005), "'Timeless' Marketing Myopia--Or Why the Marketing Concept was a 'Con' in Every Sense of the Word!!" personal communication. (pdf)
Kotler, Philip (2005), "The Role Played by the Broadening of Marketing Movement in the History of Marketing Thought," Journal of Public Policy & Marketing, 24 (Spring), 114-116. (pdf) (READ FOR KOTLER BIBLIOGRAPHY)
Shapiro, Stanley J. (2005), "Looking Backward--and Ahead," Journal of Public Policy & Marketing, 24 (Spring), 117-120. (pdf)
Wilkinson, Ian (2001), "A History of Network and Channels Thinking in Marketing in the 20th Century," Australasian Marketing Journal, 9 (2), 23-52. (pdf)

Explanation

Hunt, Foundations of Marketing Theory, pp.85-144.
Zaltman, LeMasters, and Heffring, Theory Construction in Marketing, pp.45-70.
Skipper, Robert B. and Michael R. Hyman (1995), “On Foundations Research in the Social Sciences,” The International Journal of Applied Philosophy, 10 (Summer/Fall), 23-38.
Vargo, Stephen L. and Robert F. Lusch (2004), "Evolving to a New Dominant Logic for Marketing," Journal of Marketing, 68 (January), 1-17. (pdf)
Day, George S., John Deighton, Das Narayandas, Evert Gummesson, Shelby D. Hunt, C. K. Prahalad, Roland T. Rust, and Steven M. Shugan (2004), "Invited Commentaries on 'Evolving to a New Dominant Logic for Marketing," Journal of Marketing, 68 (January), 18-27. (pdf)
Hospers, John (1956), "What is Explanation?" in Introductory Readings in the Philosophy of Science, Klemke, et al., eds. Buffalo, NY: Prometheus Books, 87-103. (SKIM)
Bateson, Gregory (1980), Mind and Nature: A Necessary Unity. New York, NY: Bantam Books, 90-96.
Nagel, Ernest (1961), "Social Science Defended" (excerpt), in The Structure of Science, 473-476, 480-485.
Root, Michael (1993), Philosophy of the Social Sciences: The Methods, Ideals, and Politics of Social Inquiry. Oxford, UK: Blackwell, 173-204.
Smart, J. C. C. (1990), "Explanation--Opening Address," in Explanation and its Limits, Dudley Knowles, ed. Cambridge, UK: Cambridge University Press, 1-19.
Troxell, Eugene A. and William S. Synder (1976), "Causes and David Hume," in Making Sense of Things: An Invitation to Philosophy. New York, NY: St. Martin's Press, 54-59.
Lipton, Peter (1990), "Contrastive Explanation," in Explanation and its Limits, Dudley Knowles, ed. Cambridge, UK: Cambridge University Press, 247-266.
Searle, John R. (1991), "Intentionalistic Explanations in the Social Sciences," Philosophy of the Social Science, 21 (September), 332-344.
Louch, A. R. (1967), Explanation and Human Action. Berkeley, CA: University of California Press, 1-38, 50-60, 94-133.
Ansoff, Rick (1993), "Finding a Home for a Psychology of Volition," Theory and Psychology, 3 (3), 323-336.
Furnham, Adrian (199x), "Commonsense Theories of Personality," in Everyday Understanding: Social and Scientific Implications, Semin and Gergen, eds. Newbury Park, CA: Sage Publications, 176-203.
Rychlak, Joseph F. (1993), "A Suggested Principle of Complementarity for Psychology," American Psychologist, 48 (September), 933-942. (READ FOR FOUR GROUNDINGS OF PSYCHOLOGICAL THEORY) (pdf)
White, Peter A. (1990), "Ideas About Causation in Philosophy and Psychology," Psychological Bulletin, 108 (1), 3-18. (DIFFICULT TO READ) (pdf)
Foxall, Gordon R. (1998), "Intention versus Context in Consumer Psychology," Journal of Marketing Management, 14 (January), 29-62. (pdf)
Abelson, Raziel (1977), Persons: A Study in Philosophical Psychology. New York, NY: St. Martin's Press, 1-61.

Supplemental

O'Shaughnessy, John (1992), Explaining Consumer Behavior: Central Concepts and Philosophy of Science Issues. New York, NY: Oxford University Press, 12-230.
Zaltman, Gerald, Christian R. A. Pinson, and Reinhard Angelmar (1973), Metatheory and Consumer Research. Hinsdale, IL: Dryden Press, 123-145.
Snyder, Paul (1978), Toward One Science: The Convergence of Traditions. New York, NY: St. Martin's Press, 1-19, 54-100.
Salmon, Wesley C. (1971), "Statistical Explanation," in Statistical Explanation and Statistical Relevance, Salmon, et al., eds. Pittsburgh, PA: University of Pittsburgh Press, 29-87.
Garfinkel, Alan (1982), Forms of Explanation: Rethinking the Questions in Social Theory. New Haven, CT: Yale University Press, 1-48. (READ FOR MAIN POINTS)
Secord, Paul F. (1986), "Explanation in the Social Sciences and in Life Situations," in Metatheory in Social Science: Pluralism and Subjectivities, Fiske and Shweder, eds. Chicago, IL" The University of Chicago Press, 197-221.

Induction and Deduction

Zaltman, LeMasters, and Heffring, Theory Construction in Marketing, 97-112.
Skipper, Robert and Michael R. Hyman (1987), "Evaluating and Improving Argument-Centered Works in Marketing," Journal of Marketing, 51 (October), 60-75. (pdf)
Sterrett, S. Martin and Daniel C. Smith (1990), "A Comment on 'Evaluating and Improving Argument-Centered Works in Marketing'," Journal of Marketing, 54 (April), 83-88. (pdf)
Skipper, Robert and Michael R. Hyman (1990), "Marketing and Logical Deduction," Journal of Marketing, 54 (April), 89-92. (pdf)
Poundstone, William (1988), Labyrinths of Reason: Paradox, Puzzles, and the Frailty of Knowledge. New York, NY: Anchor Books, 24-58, 93-125.
Rescher, Nicholas (1995), Cognitive Economy: The Economic Dimension of the Theory of Knowledge. Pittsburgh, PA: University of Pittsburgh Press, 108-123.
Morris, Harold C. (1992), "Logical Creativity," Theory and Psychology, 2 (1), 89-107. (READ FOR DEFINITIONS OF DEDUCTION, INDUCTION, ABDUCTION, AND ELEGANCE)

Statistical Explanations

Wang, Chamont (1993), Sense and Nonsense of Statistical Inference: Controversy, Misuse, and Subtlety. New York, NY: Marcel Dekker, Inc., 40-87, 137-149, 153-160, 169-172. (SKIM/FYI)

Supplemental

Areni, Charles S. (2002), "The Proposition-Probability Model of Argument Structure and Message Acceptance," Journal of Consumer Research, 29 (September), 168-187. (pdf)
Hilton, Denis J. (1990), "Conversational Processes and Causal Explanations," Psychological Bulletin, 107 (January), 65-81. (RELATED TO SKIPPER AND HYMAN) (pdf)
Gillies, Donald (1993), Philosophy of Science in the Twentieth Century: Four Central Themes. Oxford, UK: Blackwell, 26-53.

Scientific Laws

Hunt, Foundations of Marketing Theory, pp.145-190.
Leone, Robert P. and Randall L. Schultz (1980), "A Study of Marketing Generalization," Journal of Marketing, 44 (Winter), 10-18. (pdf)
Bush, Alan J., William C. Moncrief, and Clifford D. Scott (1982), "On the Interpretation of Nomic Necessity: A Requirement for a Science of Marketing," in 1982 AMA Marketing Theory Conference, Bush and Hunt, eds. Chicago: American Marketing Association, 30-33.
Sheth, Jagdish N. and Rajendra S. Sisodia (1999), "Revisiting Marketing's Lawlike Generalizations," Journal of the Academy of Marketing Science, 27 (Winter), 71-87. (pdf)
Varadarajan, P. Rajan (1999), "Strategic Content and Process Perspectives Revisited," Journal of the Academy of Marketing Science, 27 (Winter), 88-100. (pdf)
Kerin, Roger A. and Raj Sethuraman (1999), "'Revisiting Marketing's Lawlike Generalizations': A Comment," Journal of the Academy of Marketing Science, 27 (Winter), 101-104. (pdf)
Armstrong, J. Scott and Randall L. Schultz (1992), "Principles Involving Marketing Policies: An Empirical Assessment," Marketing Letters, 4 (3), 253-265. (pdf)
Hospers, John (1967), "Law," in Introductory Readings in the Philosophy of Science, Klemke, et al., eds. Buffalo, NY: Prometheus Books, 104-111.
Dubin, Robert (1969), Theory Building, revised ed. New York, NY: The Free Press, 89-121.

Supplemental

Ehrenberg, A. S. C. (1966), "Laws in Marketing: A Tail-Piece," Applied Statistics, 257-267. (SKIM) (pdf)
Hawking, Stephen (1993), Black Holes and Baby Universes and Other Essays. New York, NY: Bantam Books, 41-47, 127-139.

Theory

Hunt, Foundations of Marketing Theory, pp.191-221.
Zaltman, LeMasters, and Heffring, Theory Construction in Marketing, pp. 163-181.
Zaltman, Gerald, Christian R. A. Pinson, and Reinhard Angelmar (1973), Metatheory and Consumer Research. Hinsdale, IL: Dryden Press, 72-122. (READ 72-104; SKIM 105-122)
Hunt, Shelby D. (1983), "General Theories and the Fundamental Explananda of Marketing," Journal of Marketing, 47 (Fall), 9-17. (pdf)
Simon, Herbert A. (1968), "On Judging the Plausibility of Theories," in Logic, Methodology and Philosophy of Science III. Amsterdam: North-Holland Publishing Co., 25-45.
Frank, Philipp G. (1954), "The Variety of Reasons for the Acceptance of Scientific Theories," in Introductory Readings in the Philosophy of Science, Klemke, et al., eds. Buffalo, NY: Prometheus Books, 210-219.
Morris, Richard (1984), Dismantling the Universe: The Nature of Scientific Discovery. New York, NY: A Touchstone Book, 103-127.
Whetten, David A. (1989), "What Constitutes a Theoretical Contribution," Academy of Management Review, 14 (4), 490-495. (pdf)

Theory Building

Zaltman, LeMasters, and Heffring, Theory Construction in Marketing, pp. 113-139.
Zeithaml, Valarie A., P. Rajan Varadarajan, and Carl P. Zeithaml (1988), "The Contingency Approach: Its Foundations and Relevance to Theory Building and Research in Marketing," European Journal of Marketing, 22 (7), 37-64. (pdf)
Gummesson, Evert (2002), "Practical Value of Adequate Marketing Management Theory," European Journal of Marketing, 36 (3), 325-348. (pdf)
Bourgeois, L. J., III (1979), "Toward a Method of Middle-Range Theorizing," Academy of Management Review, 4 (3), 443-447. (pdf)
Weick, Karl E. (1989), "Theory Construction as Disciplined Imagination," Academy of Management Review, 14 (4), 516-531. (pdf)

Classification

Hyman, Michael R., Varinder M. Sharma, and Parthasarathy Krishnamurthy (1995), "A Provider- Cost/Patron-Effort Schema for Classifying Products," Journal of the Academy of Marketing Science, 23 (Winter), 15-25.
Root, Michael (1993), Philosophy of the Social Sciences: The Methods, Ideals, and Politics of Social Inquiry. Oxford, UK: Blackwell, 149-172.
Bowers, Michael R. and John T. Bowen (1998), "The Development of Classificational Schemata in Marketing: A Review and Critique," in SMA Conference Proceedings, Herrington and Taylor, eds., 237-242.

Definition

Hyman, Michael R. (1990), "Deception in Advertising: A Proposed Complex of Definitions for Researchers, Lawyers, and Regulators," International Journal of Advertising, 9, 259-270. (pdf)
Murrow, Jim and Michael R. Hyman (1994), "Direct Marketing: Definitions, Passages, and Deja Vu," Journal of Direct Marketing, 8 (Summer), 46-56.
Wood, Lisa M. (1996), "Added Value: Marketing Basics?" Journal of Marketing Management, 12, 735-755. (pdf)
Stern, Barbara, George M. Zinkhan, and Anupam Jaja (2001), "Marketing Images: Construct Definition, Measurement Issues, and Theory Development," Marketing Theory, 1 (2), 201-224. (pdf)
Adler, Mortimer J. (1985), Ten Philosophical Mistakes. New York, NY: Macmillan Publishing Company, 5-29, 54-82.
Peikoff, Leonard (1993), Objectivism: The Philosophy of Ayn Rand. New York: A Meridian Book, 96-109.

R-A Theory: Point and Counterpoint

Hunt, Foundations of Marketing Theory, pp.248-287.
Deligonul, Z. Seyda and S. Tamer Cavusgil (1997), "Does the Comparative Advantage Theory of Competition Really Replace the Neoclassical Theory of Perfect Competition?" Journal of Marketing, 61 (October), 65-73. (pdf)
Hunt, Shelby D. and Robert M. Morgan (1997), "Resource-Advantage Theory: A Snake Swallowing Its Tail or a General Theory of Competition?" Journal of Marketing, 61 (October), 74-82. (pdf)
Foss, Nicolai J. (2000), "The Dangers and Attractions of Theoretical Eclecticism," Journal of Macromarketing, 20 (June), 65-67. (pdf)
Hodgson, Geoffrey M. (2000), "The Marketing of Wisdom: Resource-Advantage Theory," Journal of Macromarketing, 20 (June), 68-72. (pdf)
Savitt, Ronald (2000), "A Philosophical Essay about A General Theory of Competition: Resources, Competences, Productivity, Economic Growth, Journal of Macromarketing, 20 (June), 73-76. (pdf)
Hunt, Shelby D. (2000), "A General Theory of Competition: Too Eclectic or Not Eclectic Enough? Too Incremental or Not Incremental Enough? Too Neoclassical or Not Neoclassical Enough?" Journal of Macromarketing, 20 (June), 77-81. (pdf)
Hunt, Shelby D. (2001), "Commentary--A General Theory of Competition: Issues, Answers and an Invitation," European Journal of Marketing, 35 (5/6), 524-548. (pdf)
Schlegelmilch, Bodo B. (2002), "Special Symposium of Shelby D. Hunt's 'A General Theory of Competition: Resources, Competences, Productivity, Economic Growth, Part 1: Comment," Journal of Marketing Management, 18, 221-227. (pdf)
Hunt, Shelby D. and Dennis B. Arnett (2003), "Resource-Advantage Theory and Embeddedness: Explaining R-A Theory's Explanatory Success," Journal of Marketing Theory and Practice, (Winter), 1-17. (pdf)

Supplemental

Bartels, Robert (1970), Marketing Theory and Metatheory. Homewood, IL: Richard D. Irwin, Inc., 1-28, 58-69.
Villanova, Lisa, George M. Zinkhan, and Michael R. Hyman (1990), "On Defining and Measuring Store Image," in Development in Marketing Science, Dunlap, ed. Cullowee, NC: Academy of Marketing Science, 466-470.
Waguespack, Blaise and Michael R. Hyman (1993), "Consumer Behavior: Still Normative After All These Years," in Advances in Marketing (SWMA Proceedings) (McKee, et al., eds.), Baton Rouge, LA: Louisiana State University, 29-35.
Dubin, Robert (1969), Theory Building, revised ed. New York, NY: The Free Press, 15-32, 37-87.
Quine, W. V. and J. S. Ullian (1978), "Hypothesis," in Introductory Readings in the Philosophy of Science, Klemke, et al., eds. Buffalo, NY: Prometheus Books, 196-206.
Achinstein, Peter (1968), Concepts of Science: A Philosophical Analysis. Baltimore, MD: The Johns Hopkins Press, 1-67.
Abelson, Raziel (1967), "Definition," in The Encyclopedia of Philosophy, Vol.2, Paul Edwards, ed. New York, NY: Macmillan Publishing Co., Inc. & The Free Press, 314-323.
Anderson, R. J., J. A. Hughes, and W. W. Sharrock (1986), Philosophy and the Human Sciences. Totowa, NJ: Barnes and Noble Books, 197-226.
Suppes, Patrick (19xx), Introduction to Logic. Princeton, NJ: D. Van Nostrand Company, Inc., 151-172.
Fearnside, W. Ward and William B. Holther (1959), Fallacy: The Counterfeit of Argument. New York, NY: Prentice-Hall, Inc., 33-75.
Watkins, Michael J. (1990), "Mediationism and the Obfuscation of Memory," American Psychologist, 45 (March), 328-335. (pdf)

From Plato to Hegel

Hunt, Controversy in Marketing Theory, pp.3-97.
Firat, A. Fuat (1988), "The Inevitability of Historical Evidence in Generating Macromarketing Knowledge," in 1988 AMA Winter Educators' Conference Proceedings, Shapiro and Walle, eds. Chicago, IL: American Marketing Association, 98-103.
Bickhard, Mark H. (1992), "Myths of Science: Misconceptions of Science in Contemporary Psychology," Theory and Psychology, 2 (August), 321-337.
Popper, Sir Karl (1963), "Science: Conjectures and Refutations," in Introductory Readings in the Philosophy of Science, Klemke, et al., eds. Buffalo, NY: Prometheus Books, 19-34.
Russell, Bertrand (1960), "Can Scientists or Anyone Know Anything?" in An Outline of Philosophy. New York, NY: The World Publishing Company.
Oldroyd, David (198x), The Arch of Knowledge: An Introductory Study of the History of the Philosophy and Methodology of Science. New York, NY: Methuen, 209-262, 297-317.
Snyder, Paul (1978), Toward One Science: The Convergence of Traditions. New York, NY: St. Martin's Press, 134-168.
Goldman, Alvin I. (1991), Liaisons: Philosophy Meets the Cognitive and Social Sciences. Cambridge, MA: The MIT Press, 69-83.
Gillies, Donald (1993), Philosophy of Science in the Twentieth Century: Four Central Themes. Oxford, UK: Blackwell, 98-116.

Supplemental

Casti, John L. (1989), Paradigms Lost: Images of Man in the Mirror of Science. New York, NY: William Morrow and Company, Inc., 1-67.
Cabalero, Marjorie J. and Tom L. Ingram (1982), "The Marketing Profession: Analytic, Synthetic and Practical," in 1982 AMA Winter Educators' Conference Proceedings, Bush and Hunt, eds. Chicago: American Marketing Association, 39-42.

Historical Relativism

Hunt, Controversy in Marketing Theory, pp.98-146.
Venkatesh, Alladi (1985), "Is Marketing Ready for Kuhn?" in Changing the Course of Marketing: Alternative Paradigms for Widening Marketing Theory, Research in Marketing, Supplement 2. Greenwich, CT: JAI Press, 45-67. (SKIP pp.45-52)
Firat, A. Fuat (1985), "Ideology vs. Science in Marketing," in Changing the Course of Marketing: Alternative Paradigms for Widening Marketing Theory, Research in Marketing, Supplement 2. Greenwich, CT: JAI Press, 135-146.
Dholakia, Nikhilesh and Ruby Roy Dholakia (1985), "Choice and Choicelessness in the Paradigm of Marketing," in Changing the Course of Marketing: Alternative Paradigms for Widening Marketing Theory, Research in Marketing, Supplement 2. Greenwich, CT: JAI Press, 173-185.
Deshpande, Rohit (1984), "Theoretical Myopia: The Discipline of Marketing and the Hierarchy of the Sciences," in 1984 Winter Educators' Conference Proceedings, Anderson, et al., eds. Chicago: American Marketing Association, 18-21.
Lusch, Robert F. (1992), "Barriers to Marketing Becoming What It Might Be: Individual vs. Community Costs," Journal of the Academy of Marketing Science, 20 (Fall), 317-321.
Ozanne, Julie L., Edward F. Fern, and Manjit S. Yadav (1990), "A Conceptual Framework for Evaluating Interdisciplinary Research in Marketing," in Review of Marketing, 1990, Zeithaml, ed. Chicago, IL: American Marketing Association, 457-480.
Palmer, Adrian and Sharon Ponsonby (2002), "The Social Construction of New Marketing Paradigms: The Influence of Personal Perspective," Journal of Marketing Management, 18, 173-192. (pdf)
Lowe, Sid, Adrian N. Carr, and Michael Thomas (2004), "Paradigmapping Marketing Theory," European Journal of Marketing, 38 (9/10), 1057-1064. (pdf)
Ackermann, Robert John (1985), Data, Instruments, and Theory: A Dialectical Approach to Understanding Science. Princeton, NJ: Princeton University Press, 35-73.
Wolpert, Lewis (1993), The Unnatural Nature of Science. Cambridge, MA: Harvard University Press, 85-100.
du Preez, Peter (1991), A Science of Mind: The Quest for Psychological Reality. New York, NY: Academic Press, 114-139. (SKIM pp.125-138)
Kuhn, Thomas S. (1982), "Normal Measurement and Reasonable Agreement," in Science in Context: Readings in the Sociology of Science. Cambridge, MA: The MIT Press, 75-93.
Kuhn, Thomas S. (1974), "Second Thoughts on Paradigms," in The Structure of Scientific Theories, Suppe, ed. Chicago: University of Illinois Press, 459-482. (SUPPE COMMENTS AND DISCUSSION, pp.483-517)
Driver-Linn, Erin (2003), "Where is Psychology Going? Structural Fault Lines Revealed by Psychologists' Use of Kuhn," American Psychologist, 58 (April), 269-278. (pdf)

Supplemental

Carman, James M. (1980), "Paradigms for Marketing Theory," in Research in Marketing: A Research Annual, Volume 3. Greenwich, CT: JAI Press, 1-36.
Hanson, N. R. (1958), "Observation," in Introductory Readings in the Philosophy of Science, Klemke, et al., eds. Buffalo, NY: Prometheus Books, 152-163.
Kuhn, Thomas S. (1970), The Structure of Scientific Revolutions, 2nd ed. Chicago, IL: The University of Chicago Press. (READ SELECTIVELY)
Feyerabend, Paul (1975), Against Method. London, UK: Verso, 17-28, 295-309.
Mohr, H. (1977), Lectures on Structure and Significance of Science. New York, NY: Springer-Verlag, 127-140.
Monieson, David M. (1981), "What Constitutes Usable Knowledge in Marketing?" Journal of Macromarketing, 1 (Spring), 14-22. (READ PAGES 19-21 ONLY)
Roberts, Wayne A. (1984), "A Kuhnian Perspective on Marketing Science and the 'Scientific Method'," in 1984 Winter Educators' Conference Proceedings, Anderson, et al., eds. Chicago, IL: American Marketing Association, 14-17.
Dahlstrom, Robert (1988), "A Kuhnian Perspective on the Development of Marketing Thought," in 1988 AMA Winter Educators' Conference Proceedings, Shapiro and Walle, eds. Chicago, IL: American Marketing Association, 171-174. .

Post-Relativistic Philosophy of Science

General

Berger, Peter L. and Thomas Luckmann (1967), The Social Construction of Reality: A Treatise in the Sociology of Knowledge. Garden City, NY: Anchor Books, 19-46.
Boyd, Richard N. (1984), "The Current Status of Scientific Realism," in Scientific Realism, Leplin, ed. Berkeley, CA: University of California Press, 41-82.
Selected readings on the Sokal affair (found on the Internet).
Gross, Paul R. and Norman Levitt (1994), Higher Superstition: The Academic Left and Its Quarrels with Science. Baltimore, MD: The Johns Hopkins University Press, 42-106, 234-257.

Marketing Literature

Hunt, Controversy in Marketing Theory, pp.147-309.
Gilles, Donald (1993), Philosophy of Science in the Twentieth Century: Four Central Themes. Oxford, UK: Blackwell, 98-116. (Supplement to Hunt)
Zaltman, LeMasters, and Heffring, Theory Construction in Marketing, pp.140-161.
Brown, Stephen (1995), "Postmodern Marketing Research: No Representation without Taxation," Journal of the Market Research Society, 37 (3), 287-310. (pdf)
Sauer, William J., Nancy Nighswonger, and Gerald Zaltman (1982), "Current Issues in the Philosophy of Science: Implications for the Study of Marketing," in 1982 AMA Winter Educators' Conference Proceedings, Bush and Hunt, eds. Chicago: American Marketing Association, 17-21.
Anderson, Paul F. (1983), "Marketing, Scientific Progress, and Scientific Method," Journal of Marketing, 47 (Fall), 18-31. (pdf)
Peter, J. Paul and Jerry C. Olson (1983), "Is Science Marketing?" Journal of Marketing, 47 (Fall), 111-125. (pdf)
Laudan, Larry (1984), "Reconstructing Methodology," in 1984 Winter Educators' Conference Proceedings, Anderson, et al., eds. Chicago: American Marketing Association, 1-4.
Leong, Siew Meng (1985), "Metatheory and Metamethodology in Marketing: A Lakatosian Reconstruction," Journal of Marketing, 49 (Fall), 23-40. (pdf)
Zinkhan, George M. and Rudy Hirschheim (1992), "Truth in Marketing Theory and Research: An Alternative Perspective," Journal of Marketing, 56 (April), 80-88. (pdf)
Peter, J. Paul (1992), "Realism or Relativism for Marketing Theory and Research: A Comment on Hunt's 'Scientific Realism'," Journal of Marketing, 56 (April), 72-79. (pdf)
Newton, Roger G. (1997), The Truth of Science: Physical Theories and Reality. Cambridge, MA: Harvard University Press, 200-223.
Razzaque, Mohammed Abdur (1998), "Scientific Method, Marketing Theory Development and Academic vs. Practitioner Orientation: A Review," Journal of Marketing Theory and Practice, 6 (Winter), 1-15. (pdf)
Brown, Stephen (1996), "Art or Science?: Fifty Years of Marketing Debate," Journal of Marketing Management, 12, 243-267. (pdf)
Marsden, David and Dale Littler (1996), "Evaluating Alternative Research Paradigms: A Market-Oriented Framework," Journal of Marketing Management, 12, 645-655. (pdf)
Joy, Annamma (1988), "Marketing and Culture: An Epistemological Critique," in 1988 AMA Winter Educators' Conference, Shapiro and Walle, eds. Chicago, IL: American Marketing Association, 389-393.
Brown, Stephen (1995), "Sources and Status of Marketing Theory," in Marketing Theory and Practice (Baker, ed.). New York, NY: Macmillan Business, 23-39.
Brown, Stephen (1995), Postmodern Marketing. London, UK: Routledge, 100-130, 162-182 (SKIM 131-161).
O'Shaughnessy, John and Nicholas Jackson O'Shaughnessy (2002), "Postmodernism and Marketing: Separating the Wheat from the Chaff," Journal of Macromarketing, 22 (June), 109-135. (pdf)

Reification Debate

Monieson, David D. (1988), "Intellectualization in Macromarketing: A World Disenchanted," Journal of Macromarketing, 8 (Fall), 4-10.
Dholakia, Nikhilesh (1988), "Interpreting Monieson: Creative and Destructive Tensions," Journal of Macromarketing, 8 (Fall), 11-14.
Monieson, D. D. (1989), "Intellectualization in Macromarketing Revisited: A Reply to Hunt," Journal of Macromarketing, 9 (Fall), 11-16.
Levin, Michael (1991), "The Reification-Realism-Positivism Controversy in Macromarketing: A Philosopher's View," Journal of Macromarketing, 11 (Spring), 57-65.

Consumer Behavior

Heath, Timothy B. (1992), "The Reconciliation of Humanism and Positivism in the Practice of Consumer Research: A View from the Trenches," Journal of the Academy of Marketing Science, 20 (Spring), 107-118.
Holbrook, Morris (1999), "Higher than the Bottom Line: Reflections on Some Recent Macromarketing Literature," Journal of Macromarketing, 19 (June), 48-74. (pdf)

Supplemental

Fischhoff, Baruch (1991), "Value Elicitation: Is There Anything in There?" American Psychologist, 46 (August), 835-847. (READ SELECTIVELY) (pdf)
Shapere, Dudley (1983), "Meaning and Scientific Change," in Mind and Cosmos: Essays in Contemporary Science and Philosophy, Colodny, ed. Pittsburgh, PA: University of Pittsburgh Press, 41-85.
Deshpande, Rohit (1983), "'Paradigms Lost': On Theory and Method in Research in Marketing," Journal of Marketing, 47 (Fall), 101-110. (pdf)
Hunt, Shelby D. (1990), "Truth in Marketing Theory and Research," Journal of Marketing, 54 (July), 1-15. (pdf)
Hunt, Shelby D. (1992), "For Reason and Realism in Marketing," Journal of Marketing, 56 (April), 89-102. (pdf)
Hunt, Shelby D. (1993), "Objectivity in Marketing Theory and Research," Journal of Marketing, 57 (April), 76-91. (pdf)
Hunt, Shelby D. (1991), "Positivism and Paradigm Dominance in Consumer Research: Toward Critical Pluralism and Rapprochement," Journal of Consumer Research, 18 (June), 32-44. (pdf)
Hunt, Shelby D. and Paul S. Speck (1985), "Does Logical Empiricism Imprison Marketing?" in Changing the Course of Marketing: Alternative Paradigms for Widening Marketing Theory, Research in Marketing, Supplement 2. Greenwich, CT: JAI Press, 27-35.
O'Shaughnessy, John (1992), Explaining Consumer Behavior: Central Concepts and Philosophy of Science Issues. New York, NY: Oxford University Press, 231-359.
Seymour, Daniel T. (1985), "Marketing: A Retrenchment Exercise," in Changing the Course of Marketing: Alternative Paradigms for Widening Marketing Theory, Research in Marketing, Supplement 2. Greenwich, CT: JAI Press, 219-233.
Brown, James Robert (1994), Smoke and Mirrors: How Science Reflects Reality. New York, NY: Routledge, 29-88.

Sociology of Science

Bailey, F. G. (1993), The Kingdom of Individuals: An Essay on Self-Respect and Social Obligation. Ithaca, NY: Cornell University Press, 124-130. (pdf)
Fuchs, Stephan (1992), The Professional Quest for Truth: A Social Theory of Science and Knowledge. Albany, NY: State University of New York Press, 45-76. (pdf)
Hardwig, John (1991), "The Role of Trust in Knowledge," The Journal of Philosophy, 88 (December), 693-708. (pdf)
Hummels, Harry and Hans E. Roosendaal (2001), "Trust in Scientific Publishing," Journal of Business Ethics, 34, 87-100. (pdf)
Physics Today (1995), "Roundtable: Whither Now Our Research Universities?" (March), 42-51. (pdf)
Anderson, Martin (1992), Impostors in the Temple. New York: Simon & Schuster, 72-78, 82-83,102-105. (pdf)
Damrosch, David (1995), We Scholars: Changing the Culture of the University. Cambridge, MA: Harvard University Press, 78-107. (pdf)
Armstrong, J. Scott and Tad Sperry (1994), "The Ombudsman: Business School Prestige--Research versus Teaching," Interfaces, 24 (March-April), 13-43 (PLUS COMMENTS). (pdf)

Science and Values

Kipnis, David (1994), "Accounting for the Use of Behavior Technologies in Social Psychology," American Psychologist, 49 (March), 165-172. (pdf)
Medawar, Peter (1991), "The Cost-Benefit Analysis of Pure Research," in The Threat and the Glory: Reflections on Science and Scientists. New York, NY: Oxford University Press, 220-224. (pdf)
Root, Michael (1993), Philosophy of the Social Sciences: The Methods, Ideals, and Politics of Social Inquiry. Oxford, UK: Blackwell, 10-32, 124-148. (pdf)
Azar, Beth (1997), "When Research is Swept Under the Rug," APA Monitor, 28 (August), 1,8. (pdf)

Fraud in Science

Broad, William and Nicholas Wade (1983), Betrayers of the Truth. New York, NY: A Touchstone Book, 22-37, 76-87, 98-125. (pdf)
Jensen, Arthur R. (1992), "Scientific Fraud or False Accusation? The Case of Cyril Burt," in Research Fraud in the Behavioral and Biomedical Sciences, Miller and Hersen, eds. New York, NY: John Wiley & Sons, Inc., 97-124. (pdf)
Thelen, Mark H. and Thomas M. DiLorenzo (1992), "Academic Pressures," in Research Fraud in the Behavioral and Biomedical Sciences, Miller and Hersen, eds. New York, NY: John Wiley & Sons, Inc., 161-181. (pdf)

Supplemental

LaFollette, Marcel C. (1992), Stealing Into Print: Fraud, Plagiarism, and Misconduct in Scientific Publishing. Berkeley, CA: University of California Press.
Crane, Diana (1972), Invisible Colleges: Diffusion of Knowledge in Scientific Communities. Chicago: The University of Chicago Press, 22-128.
Sykes, Charles J. (1988), ProfScam: Professors and the Demise of Higher Education. New York, NY: St. Martin's Press, 179-220, 257-264. (FOCUS ON LATTER SECTION.)
Weber, Robert L. (1973), A Random Walk in Science: An Anthology. New York, NY: Crane, Russak & Co., Inc., selected pages.
Weber, Robert L. (1992), Science with a Smile: An Anthology. Philadelphia, PA: Institute of Physics Publishing, selected pages.
Diesling, Paul (1991), How Does Social Science Work? Reflections on Practice. Pittsburgh, PA: University of Pittsburgh Press, 149-206, 273-299.
Rapoport, Anatol (1989), "The Redemption of Science," Journal of Business Ethics, 8 (February), 157-165.
Kurtines, William M., Mildred Alvarez, and Margarita Azmitia (1990), "Science and Morality: The Role of Values in Science and the Scientific Study of Moral Phenomena," Psychological Bulletin, 107 (3), 283-295. (pdf)

Psychology of Science

Mansfield, Richard S. and Thomas V. Busse (1981), The Psychology of Creativity and Discovery: Scientists and Their Work. Chicago, IL: Nelson-Hall, 49-64, 85-104.
Morris, Richard (1984), Dismantling the Universe: The Nature of Scientific Discovery. New York, NY: A Touchstone Book, 63-80.
Faust, David (1984), The Limits of Scientific Reasoning. Minneapolis, MN: University of Minnesota Press, 84-146.
Simonton, Dean Keith (1992), "Leaders of American Psychology, 1879-1967: Career Development, Creative Output, and Professional Achievement," Journal of Personality and Social Psychology, 62 (January), 5-17. (pdf)
Zaltman, Gerald and Linda Price (1984), "The Sociology and Psychology of Comfort Zones," in 1984 Winter Educators' Conference Proceedings, Anderson, et al., eds. Chicago: American Marketing Association, 39-43.
Gardiner, Howard (1993). Creating Minds. New York, NY: Basic Books, 359-390.
Simonton, Dean Keith (1997), "Creative Productivity: A Predictive and Explanatory Model of Career Trajectories and Landmarks," Psychological Review, 104 (January), 66-89. (pdf)
Simonton, Dean Keith (1999), "Significant Samples: The Psychological Study of Eminent Individuals," Psychological Methods, 4 (4), 425-451. (pdf)
Loehle, Craig (1996), Thinking Strategically: Power Tools for Personal and Professional Advancement. New York, NY: Cambridge University Press, 9-33, 82-93.
Wolpert, Lewis (1993), The Unnatural Nature of Science. Cambridge, MA: Harvard University Press, 56-84. (pdf)

Supplemental

Csikszentmihalyi, Mihaly (1996). Creativity: Flow and the Psychology of Discovery and Invention. New York, NY: HarperCollins Publishers, 23-147.
Kuhn, Deanna (1989), "Children and Adults as Intuitive Scientists," Psychological Review, 96 (October), 674-689. (pdf)
Simon, Herbert A. (1983), "Scientific Discovery and the Psychology of Problem Solving," in Mind and Cosmos: Essays in Contemporary Science and Philosophy, Colodny, ed. Pittsburgh, PA: University of Pittsburgh Press, 22-40.
Simonton, Dean Keith (1988), Scientific Genius: A Psychology of Science. New York, NY: Cambridge University Press, 1-23, 60-134.
Tversky, Amos and Daniel Kahneman (1974), "Judgment Under Uncertainty: Heuristics and Biases," Science, 185, 1124-1131.

Discovery

Zaltman, LeMasters, and Heffring, Theory Construction in Marketing, pp.25-44.
MacInnis, Deborah J. and Bernard J. Jaworski (1984), "Revitalizing Dormant Ideas," in 1984 AMA Winter Educators' Conference Proceedings, Anderson, et al., eds. Chicago: American Marketing Association, 44-47.
Holbrook, Morris B. (1984), "Theory Development is a Jazz Solo: Bird Lives," in 1984 AMA Winter Educators' Conference Proceedings, Anderson, et al., eds. Chicago: American Marketing Association, 48-52.
Belk, Russell W. (1984), "Against Thinking," in 1984 AMA Winter Educators' Conference Proceedings, Anderson, et al., eds. Chicago: American Marketing Association, 57-60.
Wells, William D. (1993), "Discovery-oriented Consumer Research," Journal of Consumer Research, 19 (March), 489-504. (pdf)
Rosenberg, Larry J. (1984), "The Pervasive Role of Metaphors in Marketing Science," in 1984 AMA Winter Educators' Conference Proceedings, Anderson, et al., eds. Chicago: American Marketing Association, 74-77.
Arndt, Johan (1985), "On Making Marketing Science More Scientific: Role of Orientations, Paradigms, Metaphors, and Puzzle Solving," Journal of Marketing, 49 (Summer), 11-23. (pdf)
Van den Bulte, Christophe (1994), "Metaphor at Work," in Research Traditions in Marketing, Laurent, Lilien, and Pras, eds. Boston, MA: Kluwer Academic Publishing, 405-434 (with commentaries).
Winsor, Robert D. (1995), "Marketing Under Conditions of Chaos: Percolation Metaphors and Models," Journal of Business Research, 34, 181-189.
Gigerenzer, Gerd (1991), "From Tools to Theories: A Heuristic of Discovery in Cognitive Psychology," Psychological Review, 98 (April), 254-267. (pdf)
Bohm, David and F. David Peat (1987), Science, Order, and Creativity. New York, NY: Bantam Books, 15-62, 229-271.
Root-Bernstein, Robert Scott (1989), Discovering. Cambridge, MA: Harvard University Press, 50-69, 407-420.
Klahr, David and Herbert A. Simon (1999), "Studies of Scientific Discovery: Complementary Approaches and Convergent Findings," Psychological Bulletin, 125 (October), 524-543. (pdf)
Oliver, Jack E. (1991), The Incomplete Guide to the Art of Discovery. New York, NY: Columbia University Press, 31-95 (SKIM).
Holton, Gerald (1995), Einstein, History, and Other Passions. New York, NY: AIP Press, 237-254.
Dawkins, Richard (1998), Unweaving the Rainbow: Science, Delusion and the Appetite for Wonder. Boston, MA: Houghton Mifflin Company, 180-209.
Sternberg, Robert J. (2001), "What is the Common Thread of Creativity? Its Dialectical Relation to Intelligence and Wisdom," American Psychologist, 56 (April), 360-362. (pdf)

Supplemental

Simon, Herbert A. (1973), "Does Scientific Discovery Have a Logic?" Philosophy of Science, 40, 471-480.

SUPPLEMENTAL TOPICS

Concepts and Propositions

Zaltman, LeMasters, and Heffring, Theory Construction in Marketing, pp.71-96.
Dubin, Robert (1969), Theory Building, revised ed. New York, NY: The Free Press, 159-174.

Supplemental

Zaltman, Gerald, Christian R. A. Pinson, and Reinhard Angelmar (1973), Metatheory and Consumer Research. Hinsdale, IL: Dryden Press, 21-71.
Firat, F. Fuat (1984), "Marketing Science: Issues Concerning the Scientific Method and the Philosophy of Science," in 1984 AMA Winter Educators' Conference Proceedings, Anderson, et al., eds. Chicago: American Marketing Association, 22-25.

Mind-Body Problem

Skinner, B.F. (1990), "Can Psychology Be a Science of Mind?" American Psychologist, 45 (November), 1206-1210. (pdf)
Machlup, Fritz (1969), "If Matter Could Talk," in Philosophy, Science and Method: Essays in Honor of Ernest Nagel, Morganbesser, et al., eds. New York, NY: St. Martin's Press, 286-305.
Ferris, Timothy (1992), The Mind's Sky: Human Intelligence in a Cosmic Context. New York, NY: Bantam Books, 71-82.
Poundstone, William (1988), Labyrinths of Reason: Paradox, Puzzles, and the Frailty of Knowledge. New York, NY: Anchor Books, 191-238. (SKIM)
Nagel, Thomas (1995), Other Minds: Critical Essays. New York, NY: Oxford University Press, 96-110.

Supplemental

Regis, Ed (1990), Great Mambo Chicken and the Transhuman Condition: Science Slightly Over the Edge. Reading, MA: Addison-Wesley Publishing Company, Inc., 144-176.
Priest, Stephen (1991), Theories of the Mind. Boston, MA: Houghton Mifflin Company, introductions to chapters 1-7.

SUPPLEMENTAL BOOKS

Supplements to Hunt's books (2002, 2003)

Fetzer, James H. (1993), Philosophy of Science. New York, NY: Paragon House.
Losee, John (1993), A Historical Introduction to the Philosophy of Science, 3rd edition. New York, NY: Oxford University Press.

Worthwhile Biographies

Feyerabend, Paul (1995), Killing Time: The Autobiography of Paul Feyerabend. Chicago, IL: The University of Chicago Press.
Gleick, James (1992), Genius: The Life and Science of Richard Feynman. New York, NY: Pantheon Books.
Gribbin, John and Mary Gribbin (1997), Richard Feynman. New York, NY: A Dutton Book.
Poundstone, William (1992), Prisoner's Dilemma. New York, NY: Anchor Books. (Primarily a biography of von Neumann and excellent introduction to game theory)
White, Michael and John Gribbin (1994), Einstein: A Life in Science. New York, NY: A Dutton Book.
White, Michael and John Gribbin (1992), Stephen Hawking: A Life in Science. New York, NY: A Plume Book.

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