Is marketing a science: Debate revisited

Abstract

In pursuance of determining the scientific status of marketing, this article first determines what constitutes science. Thereafter, the article conducts a formal analysis of various schools of thought of science. Specifically, the article offers a comparison between historical relativism, scientific realism, logical empiricism, and logical positivism. Furthermore, in view of analysis, this article examines if marketing qualifies to be a science. Finally, the article attempts to offer a resolution to the ongoing debate on scientific status of marketing by proposing resource advantage theory as a general theory of marketing.