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題名：20世紀行銷學思想演進與意涵
書刊名：文大商管學報
作者：黃恆獎 引用關係／李冠志
作者(外文)：Huang, Heng-chiang／Lee, Guann-jyh
出版日期：2007
卷期：12:2
頁次：頁1-18
主題關鍵詞：行銷科學哲學；行銷典範；行銷學派；Philosophy of marketing science；Marketing paradigm；Marketing schools
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
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  • 共同引用共同引用:5
  • 點閱點閱:21
行銷學發展至20世紀，學者咸認最大疏失即缺乏對行銷科學哲學之評估，雖接受既有行銷學理，未細思檢證行銷學吸納其他學科之理論內容，致忽略行銷哲學思想遞變衍生之脈絡及其實存內容，無法辨明各學派思想本質之優劣與發展潛力。行銷科學哲學之研究亟應修正上述缺失，針對建構行銷學理論內容與應用，予以精細研析及論述，以提供研究所需之典範、語言及隱喻，使對各學說之評估可滿足語法論(syntax)、語意學(semantics)、語用論(pragmatics)之結構性與實存性要求，賦予行銷學更明確之研究主題與哲學意涵，朝發展人文主義(humanitarianism)價值及先進實務技術之目標前進；並運用總體性之系統論點，建立整合性之理論架構，以使行銷科學哲學之發展更富歷史導向基礎，提供更具應用價值之研究成果。
The core problem derived from researches on marketing theories in the 20th century is the lack of evaluation of the philosophy of science. Scholars usually accept the existing theories without considering carefully of the substantial content and the influx from other disciplines. So they are unable to understand the developing context of marketing theories, thoughts encouraged by various schools, and their evolutionary philosophical implication. A study of the philosophy of marketing science needs to cope with these difficulties and to demonstrate potentiality for future exploration. The evaluation of the theories could provide satisfactory answers for the structural demands of syntax, semantics and pragmatics. It also renders more definite research topics and more precise significance of the research. In addition, to highlight historicism and humanitarianism in the arguments and to develop advanced empirical practices are critical for systemic and integrated research.
期刊論文
1.Jones, D. G. Brian、Monieson, David D.(1990)。Early Development of the Philosophy of Marketing Thought。Journal of Marketing，54(1)，102-113。  new window
2.Sieber, Sam D.(1973)。The Integration of Fieldwork and Survey Methods。The American Journal of Sociology，78(6)，1335-1359。  new window
3.Anderson, Paul F.(1983)。Marketing, Scientific Progress and Scientific Method。Journal of Marketing，47(4)，18-31。  new window
4.Bass, F. M.(1993)。The Future of Research in Marketing: Marketing Science。Journal of Marketing Research，30(1)，1-6。  new window
5.Bagozzi, Richard P.(1974)。What Is a Marketing Relationship?。Der Market，51(1)，64-69。  new window
6.Dorfman, Joseph(1955)。The Role of the German Historical School in American Economic Growth。American Economic Review，45(2)，17-39。  new window
7.Hunt, Shelby D.(1993)。Objectivity in Marketing Theory and Research。Journal of Marketing，57(4)，76-91。  new window
8.Miles, Matthew B.(1979)。Qualitative Data as an Attractive Nuisance: The Problem of Analysis。Administrative Science Quarterly，24(4)，590-601。  new window
9.Peter, J. Paul(1992)。Realism or Relativism for Marketing Theory and Research: A Comment on Hunt's Scientific Realism。Journal of Marketing，56(2)，72-79。  new window
10.Peter, J. Paul、Olson, Jerry C.(1983)。Is Science Marketing?。Journal of Marketing，47(4)，111-125。  new window
11.Tsoukas, H.(1989)。The Validity of Idiographic Research Explanations。Academy of Management Review，14(4)，551-561。  new window
12.Leonard-Barton, Dorothy(1990)。A dual methodology for case studies: Synergistic use of a longitudinal single site with replicated multiple sites。Organization Science，1(3)，248-266。  new window
13.Hunt, Shelby D.(1976)。The Nature and Scope of Marketing。Journal of Marketing，40(3)，17-28。  new window
14.林勤豐(20020600)。國內行銷研究之發展與評估--以行銷思想學派為分類基礎。商管科技季刊，3(2)，135-160。new window  延伸查詢new window
15.Fullerton, Ronald A.(1988)。How Modern Is Modern Marketing? Marketing's Evolution and the Myth of the "Production Era"。Journal of Marketing，52(1)，108-125。  new window
16.Hunt, Shelby D.、Burnett, John J.(1982)。The Macromarketing/Micromarketing Dichotomy: A Taxonomical Model。Journal of Marketing，46(3)，11-26。  new window
17.Hunt, Shelby D.(1983)。General Theories and the Fundamental Explananda of Marketing。Journal of Marketing，47(4)，9-17。  new window
18.Muncy, James A.、Fisk, Raymond P.(1987)。Cognitive Relativism and the Practice of Marketing Science。Journal of Marketing，51(1)，20-33。  new window
19.Jick, Todd D.(1979)。Mixing Qualitative and Quantitative Methods: Triangulation in Action。Administrative Science Quarterly，24(4)，602-611。  new window
20.Teas, R. Kenneth、Palan, Kay M.(1997)。The Realms of Scientific Meaning Framework for Constructing Theoretically Meaningful Nominal Definitions of Marketing Concepts。Journal of Marketing，61(2)，52-67。  new window
21.Bonoma, Thomas V.(1985)。Case research in marketing: opportunities, problems, and a process。Journal of Marketing Research，22(2)，199-208。  new window
22.Eisenhardt, Kathleen M.(1989)。Building Theories from Case Study Research。Academy of Management Review，14(4)，532-550。  new window
會議論文
1.許士軍(1985)。總體行銷的意義及其發展。中華民國市場拓展學會74年年會，5-12。  延伸查詢new window
2.蔡敦浩(1986)。行銷理論的典範迷失及對理論發展的涵義。中華民國市場拓展學會75年年會，129-139。  延伸查詢new window
3.Fullerton, Ronald A.(1984)。Capitalism and the Shaping of Modern Western Marketing。The Ninth International Macromarketing Seminar。  new window
4.Hunt, Shelby D.(1984)。Should Marketing Adopt Relativism?。Chicago, Illinois：American Marketing Association。30-34。  new window
圖書
1.Hexter, J. H.(1979)。On Historians: Reappraisals of Some of the Makers of Modern History。Cambridge, Massachusetts：Harvard University Press。  new window
2.Bartels, Robert(1988)。The History of Marketing Thought。Columbus, Ohio：Publishing Horizons, Inc.。  new window
3.Firat, A. Fuat、Dholakia, Nikhilesh、Bagozzi, Richard P.(1987)。Philosophical and Radical Thought in Marketing。Lexington, Massachusetts：D. C. Heath and Company。  new window
4.Kotler, Philip(1972)。Marketing Management: Analysis, Planning and Control。Englewood Cliffs, New Jersey：Prentice-Hall, Inc.。  new window
5.McCullagh, C. Behan(1984)。Justifying Historical Descriptions。Cambridge：Cambridge University Press。  new window
6.Gilbert, Felix、Graubard, Stephen Richards(1972)。Historical Studies Today。New York：W. W. Norton & Company。  new window
7.黃俊英(1998)。行銷思想。臺北：華泰文化事業股份有限公司。  延伸查詢new window
8.Sheth, Jagdish N.、Gardner, David M.、Garrett, Dennis E.(1988)。Marketing Theory: Evolution and Evaluation。John Wiley & Sons, Inc.。  new window
9.McCarthy, Edmund Jerome(1960)。Basic marketing: A managerial approach。Richard D. Irwin, Inc.。  new window
10.Hunt, Shelby D.(1976)。Marketing Theory: Conceptual Foundations of Research in Marketing。Columbus, Ohio：GRID Inc.。  new window
11.Hunt, Shelby D.(1983)。Marketing Theory: The Philosophy of Marketing Science。Homewood, Illinois：Richard D. Irwin, Inc.。  new window
12.Hunt, Shelby D.(1991)。Modern Marketing Theory: Critical Issues in the Philosophy of Marketing Science。Cincinnati, Ohio：South-Western Publishing Co.。  new window
13.Burke, Peter(1980)。Sociology and History。London：George Allen & Unwin Ltd.。  new window
14.Yin, Robert K.(1984)。Applications of Case Study Research。Beverly Hills, California：Sage Publications。  new window
15.Yin, Robert K.(1994)。Case study research: Design and methods。Sage Publications。  new window
16.Glaser, Barney G.、Strauss, Anselm L.(1967)。The Discovery of Grounded Theory。Aldine。  new window
圖書論文
1.Kumcu, Erdoğan(1987)。Historical Method: Toward a Relevant Analysis of Marketing Systems。Philosophical and Radical Thought in Marketing。Lexington, Massachusetts：D. C. Heath and Company。  new window
2.Sheth, Jagdith N.、Gross, Barbara L.(1988)。Parallel Development of Marketing and Consumer Behavior: A Historical Perspective。Historical Perspectives in Marketing。Lexington, Massachusetts：D. C. Heath and Company。  new window
 
 
 
 
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