AMTP Proceedings 2018
Is Marketing Science Really Scientific?
Michael Latta
Professor of Marketing
Wall College of Business
Coastal Carolina University
Wall 301-D
Conway, SC
Ismet Anitsal, Ph.D.
Faye Halfacre Moore Professor of Entrepreneurship and Professor of Marketing Tennessee Tech University College of Business
Department of Economics, Finance, and Marketing
T. Andrew Poehlman
Associate Professor of Marketing
School of Business
Clemson University
Sirrine Hall 269
Clemson, SC 29634
Michael McCall, Ph.D.
NAMA Endowed Professor of Hospitality Business
School of Hospitality Business
Eli Broad College of Business
Michigan State University
East Lansing, MI 48823
Jeff Hendrix, DBA
Adjunct Instructor
Graduate Business Program
John Brown University
2000 W. University St.
Siloam Springs, AR 72761
479-524-9500
Stephen A. LeMay
Associate Professor of Marketing and Logistics
University of West Florida
11000 University Parkway
Building 53, Room 104
Pensacola, FL 32514
Professor Emeritus of Marketing and Logistics
Mississippi State University
Rick Mathisen
Kennesaw State University
Abstract
Thirty-five years ago, there was a special issue of the Journal of Marketing in Fall, 1983 concerning whether marketing is a science and what role theory plays in a marketing science. The question for this panel is: Is marketing a science and if so what makes it scientific?
