“Is Marketing a Science?” Revisited

Abstract

The term “marketing concept” probably stimulates more interest today than “marketing principles.”

Does this less definitive approach impair the hopes of those who aspire to have marketing accepted as a science? Or is it conceivable that the term “science” itself should be viewed in a new perspective?

This article favors the latter thesis. And this view should encourage marketing men to employ more scientific resources in quest of more effective marketing management.