Marketing as a pluralistic discipline: The forestalling of an identity crisis
Journal of the Academy of Marketing Science · 1976 · Volume 4 · Issue 4
Abstract
Most scholars of marketing have argued explicitly or implicitly in favor of unidimensional perspectives in the discipline. As a discipline matures, however, it must branch out into several identities lest repression of the natural manifestations of a field causes an identity crisis. In scratching an intellectual itch concerning some major debates about the identity of marketing, this article proposes a pluralistic perspective to clarify the nature and scope of marketing, and hence deter an identity crisis.
Keywords
Marketing, Social Process, Conceptual Science, Money Market, Service Market
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