Is Marketing Science Really Scientific?

Michael Latta, Coastal Carolina University
Ismet Anitsal, Tennessee Tech University
Andrew Pohlman, Clemson University
Michael McCall, Michigan State University
Jeff Hendrix, John Brown University
Stephen LeMay, Mississippi State University
Rick Mathisen, Kennesaw State University

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


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


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?