Scientific Method, Marketing Theory Development and Academic vs Practitioner Orientation: A Review

Abstract

This article presents a critical review of two highly debated issues -- the metatheoretical underpinnings of marketing science, and academic versus practitioner orientation of marketing theory development. It identifies the major factors underlying these controversies, discusses their relevance for the development of marketing and argues that knowing the objectives of marketing and the ways to achieve them are more important than determining whether marketing is a science. The academics and practitioners are the two most important shapers of marketing knowledge who should pursue both basic as well as applied research and adopt contextually related methodological pluralism in their research efforts.