Abstract

For over fifty years, the idea of joining the word “science” to the word “marketing” has met with considerable skepticism. The two words have often appeared with a question mark and often with much more disparaging epithets. The skepticism has not stopped all progress. The American Marketing Association, for instance, claims its purpose is to foster the advancement of science in marketing. And, with a certain amount of clucking, the marketing community permitted, and even encouraged, the founding of an organization called the Marketing Science Institute. Just this past Spring, in Boston, TIMS officially started its College on Marketing which should certainly be concerned with the question of Marketing Science.

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