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Reflections on the art-science debate

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This paper reflects upon the science versus art debate in marketing. It tracks the development of marketing science and the rationale for its promotion. The paper argues that marketing science has damaged marketing's credibility because data and methodology have dominated academic research at the expense of theory development and practical relevance. It also sees the scientific approach as a principal factor in the academic-practitioner divide. The paper concludes that despite the solid arguments in favour of the abandonment of the scientific platform too many scholars have a vested interest in the scientific approach for change to come about.
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Keywords: ART; MARKETING SCIENCE

Document Type: Research Article

Publication date: March 1, 2009

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