Why "soft science" is the key to regaining leadership in marketing knowledge

European Journal of Marketing

Volumn 42, Issue 3-4, 2008, Pages 265-278

  Tapp, Alan ^a   Hughes, Tim ^a  

^a UNIVERSITY OF THE WEST OF ENGLAND   (United Kingdom)

Author keywords

Marketing strategy; Research

Indexed keywords

EID: 41649097362     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090560810852913     Document Type: Review

References (36)

1. Bailey, J. and Ford, C. (1996), "Management as science versus management as practice in postgraduate business education", Business Strategy Review, Vol. 7 No. 4, pp. 7-12.
2. Bart, Y., Shankar, V., Sultan, F. and Urban, G.L. (2005), "Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory empirical study", Journal of Marketing, Vol. 69 No. 4, pp. 133-52.
3. Bennis, W.G. and O'Toole, J. (2005), "How business schools lost their way", Harvard Business Review, Vol. 83 No. 5, pp. 96-104.
4. Brown, S. (1998), Postmodern Marketing 2, International Thomson Business Press, London.
5. Brown, S.W., Webster, F.E. Jr, Steenkamp, J.E.M., Wilkie, W.L., Sheth, J.N., Sisodia, R.S., Kerin, R.A., MacInnis, D.J., McAlister, L., Raju, J.S., Bauerly, R.J., Johnson, D.T., Singh, M. and Staelin, R. (2005), "Marketing renaissance: opportunities and imperatives for improving marketing thought, practice and infrastructure", Journal of Marketing, Vol. 69 No. 4, pp. 1-25.
6. Carson, D., Gilmore, A., Perry, C. and Gronhaug, K. (2001), Qualitative Marketing Research, Sage Publications, London.
7. Charlton, P. and Ehrenberg, A.S.C. (1976), "An experiment in brand choice", Journal of Marketing Research, Vol. 13 No. 2, pp. 152-60.
8. Commission on the Social Sciences (2003), "Great expectations: the social sciences in Britain", available at: http://joni.soc.surrey.ac.uk/ ∼scs1ng/C.Univ-Gt.Expectations.pdfsearch= 'Commission%20on%20social%20Sciences'.
9. Dibb, S. and Simkin, L. (2001), "Market segmentation: diagnosing and treating the barriers", Industrial Marketing Management, Vol. 30 No. 8, pp. 609-25.
10. Dibb, S. and Wensley, R. (2002), "Segmentation analysis for industrial markets: problems of integrating customer requirements into operations strategy", European Journal of Marketing, Vol. 36 Nos 1/2, pp. 231-51.
11. Griseri, P. (2002), Management Knowledge: A Critical View, Palgrave, Basingstoke.
12. Hammond, K., Ehrenberg, A. and Goodhardt, G.J. (1996), "Market segmentation for competitive brands", European Journal of Marketing, Vol. 30 No. 12, pp. 39-49.
13. Hatchuel, A. (2001), "The two pillars of new management research", British Journal of Management, Vol. 12 No. 4, p. 41.
14. Huff, A.S. (2000), "1999 Presidential Address: Changes in organizational knowledge production", Academy of Management Review, Vol. 2 No. 2, pp. 288-93.
15. Hunt, S.D. (1991), "Positivism and paradigm dominance in consumer research: toward critical pluralism and rapprochement", Journal of Consumer Research, Vol. 18 No. 1, pp. 32-44.
16. Hunt, S.D. (2005), "For truth and realism in management research", Journal of Management Inquiry, Vol. 14 No. 2, pp. 127-38.
17. Hunt, T. and Humby, C. (2003), Scoring Points: How Tesco Is Winning Customer Loyalty, Kogan Page, London.
18. Lambert, R. (2003), "The Lambert Review of business-university collaboration", Treasury Report, HMSO, available at: www.lambertreview.org. uk.
19. Leavitt, H.J. (1989), "Educating our MBAs: on teaching what we haven't taught", California Management Review, Spring, pp. 38-50.
20. McKenzie, C.J., Wright, S., Ball, D.F. and Baron, P.J. (2002), "The publications of marketing faculty - who are we really talking to?", European Journal of Marketing, Vol. 36 Nos 11/12, pp. 1196-208.
21. Marsden, D. and Littler, D. (1996), "Evaluating alternative research paradigms: a market oriented framework", Journal of Marketing Management, Vol. 12 No. 7, pp. 645-55.
22. Mintzberg, H. (1996), "Musings on management", Harvard Business Review, Vol. 74 No. 4, pp. 61-7.
23. Pawson, R. and Tilley, N. (1997), Realistic Evaluation, Sage Publications, London.
24. Pfeffer, J. and Fong, C.T. (2002), "The end of business schools? Less success than meets the eye", Academy of Management Learning & Education, Vol. 1 No. 1, pp. 78-95.
25. Piercy, N.F. (1997), Market Led Strategic Change, Butterworth-Heinemann, Oxford.
26. Piercy, N.F. (2002), "Research in marketing: teasing with trivia or risking relevance?", European Journal of Marketing, Vol. 36 No. 3, pp. 350-63.
27. Porter, L.W. and McKibbon, L.E. (1988), Management Education and Development: Drift or Thrust into the 21st Century?, McGraw-Hill, New York, NY.
28. Saunders, J. (1995), "Invited comment on the market segmentation content of 'A critical review of research in marketing'", British Journal of Management, Vol. 6 No. 6, p. 89.
29. Starkey, K. and Madan, P. (2001), "Bridging the relevance gap: aligning stakeholders in the future of management research", British Journal of Management, Vol. 12 No. 4, p. S41.
30. Tapp, A. (2005), "Why practitioners don't read our articles and what we should do about it", Marketing Review, Vol. 5 No. 1, pp. 3-12.
31. Weber, R. (2004), "The rhetoric of positivism versus interpretivism: a personal view", MIS Quarterly, Vol. 28 No. 1, pp. 3-13.
32. Wensley, R. (1995), "A critical review of research in marketing", British Journal of Management, Vol. 6 No. 6, pp. 63-82.
33. Wilk, R. and Mick, D. (2001), "The impossibility and necessity of re-inquiry: finding middle ground in social science", Journal of Consumer Research, Vol. 28 No. 2, pp. 308-12.
34. Williams, M. (2000), Science and Social Science: An Introduction, Routledge, London.
35. Gibbons, M., Limoges, C., Nowotny, H., Schwartzman, S., Scott, P. and Trow, M. (1994), The New Production of Knowledge: The Dynamics of Science and Research in Contemporary Societies, Sage Publications, London.
36. Nowotny, H., Scott, P. and Gibbons, M. (2001), Re-Thinking Science: Knowledge and the Public in an Age of Uncertainty, Blackwell, Oxford.