Restoring phronesis and practice: marketing's forgotten p's

dc.contributor.authorKavanagh, Donncha
dc.date.accessioned2016-06-24T15:24:14Z
dc.date.available2016-06-24T15:24:14Z
dc.date.issued2014-01
dc.date.updated2014-11-01T16:19:08Z
dc.description.abstractPurpose – The purpose of this paper is to examine the evolution of marketing’s philosophical conversation over the past 120 years, focusing on the emergent meaning of the notion that marketing should become more “scientific”. Design/methodology/approach – This paper focuses on the US academic marketing literature, primarily journal articles and books published in the first half of the 20th century. Findings – The Aristotelian distinction between techné, epistemé and phronesis provides a rich basis for framing philosophical discussion in marketing, and should supplant the art-science debate and Anderson’s distinction between science1 and science2. Prior to 1959, the marketing journals provided a forum for phronesis, though this diminished as the academic marketing community largely abandoned the inductive, contextual approach in favour of a deductive, “scientific” methodology. The Ford Foundation played an important role in effecting this change. Practical implications – The paper highlights the importance of forums where practitioners can reflect on the ethical and social implications of their practices and then work to enhance these practices for the greater social good. Social implications – Questions the value of distinctions between marketing theorists and practitioners and the consequential focus of marketing journals. Originality/value – Advances the concept of phronesis in the marketing literature and distinguishes it from epistemé, which has dominated academic marketing discourse over the past 60 years.en
dc.description.statusPeer revieweden
dc.description.versionAccepted Versionen
dc.format.mimetypeapplication/pdfen
dc.identifier.citationKavanagh, D. (2014) 'Restoring phronesis and practice: marketing's forgotten p's', Journal of Historical Research in Marketing, 6(3), pp. 331-350. http://dx.doi.org/10.1108/JHRM-02-2014-0006en
dc.identifier.doi10.1108/JHRM-02-2014-0006
dc.identifier.endpage350en
dc.identifier.issn1755-750X
dc.identifier.issued3en
dc.identifier.journaltitleJournal of Historical Research in Marketingen
dc.identifier.startpage331en
dc.identifier.urihttps://hdl.handle.net/10468/2781
dc.identifier.volume6en
dc.language.isoenen
dc.publisherEmerald Group Publishing Limiteden
dc.rights© Emerald Group Publishing Limiteden
dc.subjectMarketing historyen
dc.subjectEthicsen
dc.subjectEpistemologyen
dc.subjectPhronesisen
dc.subjectCritical marketingen
dc.subjectCritical historyen
dc.titleRestoring phronesis and practice: marketing's forgotten p'sen
dc.typeArticle (peer-reviewed)en
Files
Original bundle
Now showing 1 - 1 of 1
Loading...
Thumbnail Image
Name:
C23a_Marketing_History.pdf
Size:
233.24 KB
Format:
Adobe Portable Document Format
Description:
Accepted Version
License bundle
Now showing 1 - 1 of 1
Loading...
Thumbnail Image
Name:
license.txt
Size:
2.71 KB
Format:
Item-specific license agreed upon to submission
Description: