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| Author: | Tapp, A. Hughes, T. |
| Title: | Why "soft science" is the key to regaining leadership in marketing knowledge |
| Journal: | European Journal of Marketing
2008 : VOL. 42:3/4, p. 265-278 |
| Index terms: | marketing strategy research |
| Language: | eng |
| Abstract: | This paper's aim is to highlight what the authors regard as serious problems with the continuing dominance of a "hard science" view of what constitutes "top quality" research. It presents evidence that a "softer" approach will yield work that more closely aligns with the everyday reality of marketing. A contrast btw. the marketing discipline and chemistry is used to illustrate the concerns about the use of "hard science" in academic marketing. It is proposed that academic marketers need to take a "horses for courses" approach, grounding their research in the reality of the discipline. Summarized are the reasons why it is wrong to apply a "hard science" approach on a carte blanche basis. It is argued for a more pluralist critical realist approach etc. |
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