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

¹The author thanks Professor Ian F. Wilkinson of the School of Marketing, University of Western Sydney, NEPEAN, Dr. Tan Boon Wan of the Department of Decision Sciences, National University of Singapore, and the unknown reviewers for their invaluable comments on two earlier drafts.

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.

Notes

¹ The author thanks Professor Ian F. Wilkinson of the School of Marketing, University of Western Sydney, NEPEAN, Dr. Tan Boon Wan of the Department of Decision Sciences, National University of Singapore, and the unknown reviewers for their invaluable comments on two earlier drafts.

Additional information

Notes on contributors

Mohammed Abdur Razzaque

Mohammed Abdur Razzaque (Ph.D., University of New South Wales, Australia) is a senior lecturer in Marketing and Logistics, National University of Singapore, Mohammed has taught in universities in Bangladesh, the Sudan, Singapore and Australia. His research papers have been published in International Journal of Physical Distribution and Logistics Management, Journal of Business Administration, Asian Profile and others. He has consulted for a number of local firms and MNCs in the various countries he worked.