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Paradigm Debates and Marketing Theory, Thought and Practice: From the 1900s to the Present Day

Tadajewski, M.

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Authors

M. Tadajewski



Abstract

Purpose – This paper aims to provide a history of a number of intellectual debates in marketing theory and consumer research. It outlines the key arguments involved, highlights the politics and acrimoniousness that often accompanied the competition for academic prestige or practitioner remuneration. It weaves the contents of the special issue into its narrative. Design/methodology/approach – This article engages in a broad historical survey of the history of marketing thought, as it pertains to intellectual debate and disputation. Findings – While scholars often articulate objectivity as an intellectual ideal, many of the debates that are explored reveal a degree of intellectual intolerance and this is refracted through the institutional system that structures marketing discourse. Originality/value – This account provides an introduction to the intellectual debates of the last century, highlighting the ebb and flow of marketing thought. It calls attention to debates that are largely under explored and highlights the politics of knowledge production in marketing and consumer research.

Citation

Tadajewski, M. (2014). Paradigm Debates and Marketing Theory, Thought and Practice: From the 1900s to the Present Day. Journal of Historical Research in Marketing, 6(3), 303-330. https://doi.org/10.1108/jhrm-04-2014-0010

Journal Article Type Article
Publication Date Jan 1, 2014
Deposit Date Apr 2, 2014
Publicly Available Date Mar 29, 2024
Journal Journal of Historical Research in Marketing
Print ISSN 1755-750X
Publisher Emerald
Peer Reviewed Peer Reviewed
Volume 6
Issue 3
Pages 303-330
DOI https://doi.org/10.1108/jhrm-04-2014-0010
Keywords History of marketing thought, Consumption history, Market research history, Schools of marketing thought.

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Copyright Statement
This article is © Emerald Group Publishing and permission has been granted for this version to appear here http://dro.dur.ac.uk/14050/. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.




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