Marketing As Science PDF

The Marketing Review, 2001, 2, 89-119
www.themarketingreview.com
MARKETING CLASSICS1
Stephen Brown2
University of Ulster
Art or Science? Fifty Years of Marketing Debate

Fifty years after Converses (1945) classic statement on the art or science of
marketing, the debate has come full circle. The holy grail of Science has not
been attained and its pursuit has not only served to alienate practitioners
from academics, but it has also done enormous damage to our discipline.
This paper traces the development of the great debate, discusses the
damaging postmodern critique of western Science and concludes that, as an
Art, marketing should be judged by appropriately aesthetic criteria.
Technique is the servant not the master,

A beginning not an end,
A challenge that needs creative imagination for fulfilment,
A form with the potential for an art.
Fashioning dreams before they are dreamt,
Needs before they are articulated, and creating effective
demand from confusion.
Art is the master not the servant.
(Stevens 1995).
Introduction
Fifty years ago, a momentous event occurred in the history of marketing
research. Like many momentous events, the momentousness of the
publication The Development of the Science of Marketing was not
immediately apparent. On the surface, indeed, Paul D. Converses (1945)
much-cited paper comprised little more than the results of a routine
1
This article was first published in the Journal of Marketing Management, Volume
12, 1996, pp.243-267
2
The marketing scientists among the JMM readership will doubtless derive great
pleasure from the fact that the author patently cannot count! I fully appreciate that
this year [1996] is not the 50th anniversary of the great art or science debate but,
believe me, it was when the paper was written. Correspondence to be addressed to:
School of Management, University of Ulster, Jordanstown, Co. Antrim, BT37 0QB,
Tel: 028 9036 6130, Fax: 028 9036 6868, E-Mail: [email protected]
ISSN 1472-1384/2001/020089 + 30 4.00/0
Westburn Publishers Ltd.
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questionnaire survey of 64 marketing researchers and, despite the

imprimatur of the foremost academic journal, could quite easily have been
dismissed as one among many worthy but dull contributions. However, by
pressing the then fashionable term science into titular service and
incorporating a couple of throw-away remarks concerning the art or science
of marketing, Converse struck the spark that ignited one of the most
prolonged, profound, provocative, polemical and downright pyromaniacal
debates in the entire post-war period. Half a century on from Converses
classic contribution, it may be worthwhile endeavouring to stare into the
embers of the once-mighty art versus science conflagration. Such an
exercise in intellectual divination is not simply an empty anniversarial
gesture, important though anniversaries undoubtedly are in todays sepiahued, nostalgia prone, some would say rose-tinted, world of postmodernity
(Johnston 1991; Brown 1995a). On the contrary, it is arguable that such
augural endeavours are more necessary than ever, since the ostensibly
dormant art versus science debate seems to be on the point of entering a
new and potentially decisive phase. Recent years have witnessed a dramatic
change in societal and scholarly attitudes toward Science, and it follows that
this transformation is likely to have serious implications for the nature,
characteristics and aspirations of the marketing discipline. Few people, after
all, would deny that the pursuit of scientific status and the academic
legitimacy it confers, has been the leitmotif of post-war marketing
scholarship. It goes to the very heart of modern marketing understanding, our
sense of ourselves, and any alteration in the prevailing conception of science
has significant ramifications that simply cannot be ignored.
In its attempt, therefore, to mark the anniversary of Converses seminal
statement, whilst highlighting some of the issues that are now at stake, the
present paper commences by setting out an admittedly oversimplified threestage model of the art or science controversy; continues with an undeniably
subjective assessment of the outcome, implications and legacy of the great
debate; and, concludes by offering a somewhat partisan summary of the
extant epistemological options that are available to academic marketers. This
paper, it must be emphasised, does not claim to be the last word on art or
science, nor, indeed, an even-handed account of the controversy. Nor, for
that matter, does it strive to set out or dictate the future direction of the
marketing discipline. Any such prescriptions would be indicative of intolerable
authorial conceit, inimical to the overall development of the subject area and,
not least, utterly unimplementable. Nevertheless, by its intentionally
provocative assertions, the paper does try to raise a number of not
insignificant topics which warrant careful consideration, especially in these
times of pre-millennial tension, when reflections on the past and hopes for
the future tend to loom large in the human psyche (Bull 1995).
Stage One: The Pro-science Era (c.19451983)

Although the commencement of the art versus science debate is usually
attributed to Converses (1945) landmark publication, it is noteworthy that the
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term science had been employed in a marketing context some years earlier
(see Kerin 1996). Indeed, it is also true to say that the great debate did not
really get into its stride until the early 1950s. As a close reading of his paper
clearly reveals, Converse did not consider the artistic and scientific
approaches to be meaningful alternatives. On the contrary, he maintained
that marketing was indubitably a nascent science and that the results of his
survey had gone some way towards providing an accurate evaluation of
contributions to the development of science (Converse 1945, p.23). These
sentiments, what is more, were shared by several other early commentators,
most notably Brown (1948) and Alderson and Cox (1948). The former argued
that in order for it to develop into a fully-fledged profession, marketing had to
abandon the descriptive ethos that had long prevailed and endeavour to
become more analytical, research-orientated and methodologically
sophisticated, all of which were pre-requisites for the formulation of a precise,
scientific body of knowledge. The latter authors, likewise, concluded that
marketing scholarship had hitherto been characterised by too much
indiscriminate fact gathering and a distinct lack of systematicity. It was only
by setting up testable hypotheses, developing a coherent body of abstract
principles and culling the conceptual insights available in cognate subject
areas, that marketing could move beyond its then pre-scientific status to one
of genuine scientific attainment.
Unsurprisingly perhaps, the scientific aspirations of Brown, and Alderson
and Cox were promptly challenged by Vaile (1949), who asserted that
marketing was an art where innovation, creativity and extravaganza
prevailed, and where the sheer complexity of marketplace behaviours
rendered impossible the development of a general theory or theories. Hence,
it might be better to abandon endogenous theory building and endeavour
instead to exploit the principles formulated by purer, better equipped social
sciences like economics, psychology and sociology. In a similar vein, Bartels
(1951) emphasised that marketing was not and could not be considered a
science, since work that warranted the appellation science was simply not
being conducted by marketing researchers, and, while it may well be possible
to study marketing phenomena scientifically, the very idea of establishing a
science called marketing was questionable. Not only was there widespread
uncertainty over the scientific status of the group of academic disciplines
known as the social sciences, but marketing was also much too narrow a
field to be considered a legitimate science. That said, Bartels found some
evidence of the use of the scientific method in marketing research and
concluded that, with further theoretical speculation and systematic
scholarship, marketing may well become a science in the fullness of time.
Bartels conclusion, coupled with the growing preparedness to speak openly
of marketing science (e.g. Cox and Alderson 1950), prompted Hutchinson
(1952) into penning a devastating rejoinder.
In appraising the progress which has been made in developing a science
of marketing, one is tempted to make allowances for the relatively short
period of time in which the issues have been under discussion. But whatever
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allowances are called for, one is likely to be somewhat disappointed over the
lack of progress to date There seems to be little evidence to support the
claim that all that is needed is time and patience until there will emerge the
new and shining science of marketing There is a real reason, however,
why the field of marketing has been slow to develop a unique body of theory.
It is a simple one: marketing is not a science. It is rather an art or a practice,
and as such more closely resembles engineering, medicine and architecture
than it does physics, chemistry or biology. It is the drollest travesty to relate
the scientists search for knowledge to the market research mans seeking
after customers. In actual practicemany and probably most of the decisions
in the field resemble the scientific method hardly any more closely that what
is involved in reading a road map or a time table. (Hutchinson 1952, pp.287291).
Notwithstanding Hutchinsons heroic attempt to emasculate marketings
early post-war physics envy, and the serious concerns expressed by Vaile
and Bartels, it is fair to say that by the beginning of the 1960s, the battle had
been decisively won by the scientific wannabes. In an era informed by the
Ford and Carnegie Reports, which excoriated Business Studies for its lack of
academic rigour (see Holbrook 1995), and the celebrated Two Cultures
controversy, where Snow (1993, original 1959) effectively demolished the
perceived intellectual hegemony of the humanities, the establishment of the
Marketing Science Institute, coupled with the AMAs stated aim of advancing
the science of marketing, ensured that no one seriously questioned the
appropriateness of marketings aspiration to scientific status. As Buzzell
(1963, p.32) emphasised in the opening sentences of his celebrated and
much-cited paean to the scientific worldview, If you ask the average
business executive what the most important agent of progress is in
contemporary society, the odds are good that he will answer Science. There
is a general respect, even awe for the accomplishments of science. The
satellites in orbit, polio vaccine and television are tangible pieces of evidence
that science conquers all. To be against science is as heretical as to be
against motherhood.
While many early enthusiasts shared Buzzells absolute conviction that
the pursuit of scientific status was an appropriate ambition for marketing
scholarship, there was considerable dissensus about the extent to which the
discipline had or had not attained this ultimate objective. For some prominent
commentators, such as Mills (1961), Lee (1965), Robin (1970), Kotler (1972)
and Ramond (1974), marketing was already a science or proto-science. For
others, it had either a considerable way to go or was courting a pleasant, if
somewhat utopian, day-dream (Borden 1965; Halbert 1965; Kernan 1973;
Levy 1976). In fact, none other than Buzzell himself was somewhat sceptical
about marketings scientific pretensions. In order to qualify as a science, he
argued, marketing had to meet certain stringent conditions: principally, a
classified and systematised body of knowledge, which was organised around
one or more central theories, ideally expressed in quantitative terms and
used for the prediction and control of future events (Buzzell 1963).
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Regardless, however, of commentators failure to agree on marketings

precise placement on the artscience continuum, there was no disagreement
over the propitiousness of the aspiration. As Schwartz (1965, p.1) stressed at
the time, the various expressions of opinion have not revealed anyone who
is opposed to the development of a science of marketing.
Interesting though the initial exchanges in the art or science debate
undoubtedly are, there is no question that the single most decisive first phase
contribution was Shelby Hunts (1976) prise-winning paper, The Nature and
Scope of Marketing. For Hunt, the lack of consensus on marketings
scientific status was partly a consequence of the impossibly high qualification
criteria laid down by Buzzell. It seemed unnecessarily harsh, Hunt
contended, to withhold the scientific designation until such times as
marketing had successfully accumulated a body of central theories. The
appellation, rather, was warranted when marketing exhibited the three
characteristic features of science: distinct subject matter, underlying
uniformities and intersubjectively certifiable research procedures. While there
was some evidence to suggest that marketing had demonstrated, or was
capable of demonstrating, the latter two, marketers apparent inability to
reach agreement on the disciplines domain - as manifested in the then
extant and seemingly interminable broadening debate - had served to
constrain marketings scientific aspirations. In an attempt to circumvent this
constriction on the royal road to Marketing Science, Hunt posited a
broadened conception of marketings nature and scope which combined the
traditional company-centred, profit-orientated and normative dimensions, with
the emerging societal, non-profit-oriented and positive perspectives. The last
of these, in particular, enabled Hunt (1976, p.27) to conclude triumphantly
that the study of the positive dimensions of marketing can be appropriately
referred to as marketing science (emphasis in original).
In retrospect, therefore, it is evident that the first great stage of the art
versus science controversy can be summarised in terms of the 4Ps of
positivism, penitence, pubescence and positioning. Positivism does not
simply refer to the fact that the model of science being pursued by marketers
was characterised by universal laws and objective knowledge, but also to the
overwhelmingly positive, progressive, optimistic, forward-looking attitudes of
the individuals concerned. The attainment of scientific status was generally
considered to be a good thing, a worthwhile pursuit, a noble endeavour and,
indeed, one that could be attained if it were not for the bad old intuitive, seatof-the-pants, unscientific attitudes that still too often prevailed and about
which prospective marketing scientists were suitably penitent and self-critical.
In fact, Newman (1965, p.20) went so far as to threaten recalcitrant
revolutionaries with the pains of hastened obsolescence. Set against this, it
was generally acknowledged that marketings continuing pre-occupation with
piecemeal data gathering, rather than theory construction, was attributable to
pubescence, the comparative youth of the subject area, the fact that it was
only 50 years old and, unlike analogous applied sciences like engineering
and medicine, had not progressed beyond the artistic or craftsman stage of
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disciplinary development. Yet despite its academic immaturity and

predilection for improper procedures, many maintained that marketing was
moving in the right direction, had achieved a great deal in a short period of
time and, for some enthusiasts at least, already warranted the scientific
appellation. Such assertions, and diverse counter-claims, ensured that much
time and effort was devoted to positioning, to defining the nature, scope and
characteristics of both marketing and science, and placing the perceived
state of marketing thought against these putative measures of scientific
attainment.
Stage Two: The Pro-sciences Era (c.19831999)

If the first great stage of the artscience debate began with a whimper, it
ended - and the second era commenced - with an almighty bang. In 1983,
Paul Anderson challenged the fundamental philosophical premises of
marketing science. The received view, variously described as positivist,
positivistic or logical empiricist, rested on the assumption that a single,
external world existed, that this social reality could be empirically measured
by independent observers using objective methods, and that it could be
explained and predicted through the identification of universal laws or law-like
generalizations. Aided and abetted by like-minded revolutionaries, Anderson
sought to highlight the shortcomings of this scientific worldview, mainly its
reliance upon the flawed verification theory of meaning, the inadequacies of
its falsificationist procedure, the difficulties presented by the inherent theoryladenness of observation and, not least, the fact that innumerable attempts to
demarcate science from non-science had signally failed to do so (see
Deshpande 1983; Peter and Olson 1983; Hirschman 1986).
In these circumstances, Anderson (1983, 1986, 1989) concluded that
marketing was ill-served by the traditional positivistic perspective - what he
termed science1 - and that a relativist approach - dubbed science2 - had
much more to offer. This maintained that, although an external world may
well exist out there, it was impossible to access this world independently of
human sensations, perceptions and interpretations. Hence, reality was not
objective and external to the observer but socially constructed and given
meaning by human actors. What counted as scientific knowledge about this
world was relative to different times, contexts and research communities.
Relativism held that there were no universal standards for judging knowledge
claims, that different research communities constructed different world views
and that science was a social process where consensus prevailed about the
status of knowledge claims, scientific standards and the like, though these
were not immutable. Science was so social, in fact, that Peter and Olson
(1983), in their ringing endorsement of the relativist position, concluded that
science was actually a special case of marketing, that successful scientific
theories were those which performed well in the marketplace of ideas thanks
to the marketing skills of their proponents.
Although these sentiments ran completely counter to many academic
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marketers understanding of the nature of Science, which, thanks to Hunt,

Buzzell and their first place forebears, was widely considered to be objective,
impersonal, progressive, rational, rigorous, cumulative, universal and, above
all, truthful, they were predicated on an extensive body of scholarly research.
In his seminal text, The Structure of Scientific Revolutions, for example,
Thomas Kuhn (1970) had demonstrated that far from being open-minded, cooperative and dispassionate, scientists were dogmatic, secretive and strongly
committed to their theoretical constructs. Instead of trying to test their
theories rigorously by endeavouring to disprove or falsify them, as Popper
prescribed, scientists tended to defend their concepts from attack and
seemed prepared to make all sorts of ad hoc modifications rather than give
them up. Paul Feyerabend (1987, 1988), furthermore, contended that there
were no methodological standards that could be universally applied, no
procedures that guaranteed success or pertained to all sciences at all times,
no rules that had not been bent, broken or ignored on occasion and no
single, agreed, uniform scientific method as such. Taken together, the theses
of Kuhn and Feyerabend effectively destroyed the notion that Western
science was a unique form of objectively proven knowledge and, while there
has been substantial subsequent debate on the validity of such contentions
in general (Rorty 1980; Barnes 1982; Wolpert 1992) and their applicability to
marketing in particular (Dholakia and Arndt 1985; Venkatesh 1985; Foxall
1990), the fact of the matter is that they have been borne out by numerous
empirical studies of scientific endeavour. These have shown science to be
irredeemably social, inherently messy, deeply affected by political,
professional and personal interests, and rife with subjective decisions
concerning experimental procedures, instrumentation, the interpretation of
results and so on (Woolgar 1988; Pickering 1992; Collins and Pinch 1993).
Contrary to the received wisdom concerning scientific method, it would
appear that there is no dispassionate search for the truth. Scientific truths
and falsehoods are social constructs, agreements to agree, which are
culture-bound, context-dependent and relative rather than absolute.
Albeit based upon an extensive body of empirical research, it almost goes
without saying that Andersons (1983, 1988) relativism - his endeavour to
eschew the positivistic idea of marketing science and replace it with the
notion of science as societal consensus - provoked a ferocious reaction. The
foremost defender of the faith, Shelby D. Hunt (1984, 1989, 1990, 1992) was
particularly scathing about relativism, arguing that its pursuit would not only
lead inexorably to nihilism, irrationalism, incoherence and irrelevance, but it
also threatened to subvert the past 400 years of scientific and technological
progress (Western Civilization in Peril - Shock!). Battle was thus joined and,
over the next decade or thereabouts, the heavyweights of marketing
scholarship slugged it out on terrain as diverse as demarcation criteria,
truth, reification, incommensurability and quantitative versus qualitative
research methodology. The precise assumptions of logical positivists, logical
empiricists and falsificationists were clarified; the oft-repeated assertion that
marketing is dominated by positivism was challenged; scientific realism,
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which holds that the world external to human cognition is a real world
comprising hard, tangible, measurable and ultimately knowable structures,
was advanced as a candidate for marketings philosophical redemption and
its differences from positivism and relativism explained. The manifold
versions of relativism and realism were also explicated, professional
philosophers were called in as putative referees, and, when the combatants
eventually battered themselves to a standstill, an uneasy truce descended on
the battlefield (see Kavanagh 1994). The smoke, however, has since
dispersed, the dead and wounded attended to and the ultimate outcome of
the conflict is now apparent. Despite Shelby Hunts brazen, some would say
shameless, attempts to claim victory, the fact of the matter is that the
revolutionaries of relativism have triumphed, in so far as marketing
scholarship is much less epistemologically and methodologically monolithic
than before. Granted, the vast majority of marketing academics may continue
to work within the broad realist/empiricist/instrumentalist/ positivistic tradition.
Nevertheless, as a glance through the recent issues of mainstream
marketing journals amply demonstrates, papers emanating from the broad
relativist/interpretivist/constructionist/humanistic end of the academic
spectrum - the view of science that Hunt attempted to strangle at birth - have
become commonplace. It is arguable, indeed, that Hunts intemperate
invective probably did more to propagate the relativists standpoint than the
relativists themselves, though perhaps the ultimate irony is that the great
defender of the marketing faith, the witch-hunter general, has recently
acknowledged that scientists are marketers, the very position he condemned
out of hand when it was articulated a decade ago by Peter and Olson (Hunt
and Edison 1995)!
It seems, then, that just as the first great era of the art or science is
summarisable in a 4Ps framework, so too the second can be encapsulated in
terms of the 4Ps of philosophy, polemic, partition and perplexity. Regardless
of ones assessment of the outcome of the HuntAnderson contest, there is
no question that it was conducted at a high level of philosophical
sophistication, and the very fact that the leading intellectual lights of the
discipline were involved, forced mainstream marketing academics to reflect
on issues that go to the very heart of scientific understanding (Brown 1995b).
The caricature of science that characterised much of the first stage of the
great debate was well and truly buried. No less comprehensively interred, as
marketing scholarship descended into extremely acrimonious and highly
personalised polemic, was the hitherto prevailing sense of collegiality, of
community, of collective endeavour. True, the participants in first era
exchanges were quite prepared to disagree over the precise placement of
marketing on the artscience continuum, but there was a general consensus
about the desirability of the ultimate aim of attaining scientific status. The
demise of this sense of overall purpose in the second era resulted in the
effective partition of the marketing discipline into embittered and mutually
antagonistic factions, variously, often pejoratively, labelled as positivist/postpositivist, quantitative/qualitative, realist/relativist and more besides (cf.
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OShaughnessy and Holbrook 1988; Calder and Tybout 1989; Hunt 1994).
Hence, the ultimate legacy of this period of internecine warfare appears to be
a widespread sense of perplexity and bemusement. By almost any measure,
marketing is more successful now than it has ever been (Brown 1995a), but
mounting challenges to its hitherto unimpeachable scientific mission have
created a palpable air of uncertainty, ennui and doubt, a disconcerting feeling
that the post-war marketing revolution is slowly grinding to a halt and
increasingly desperate calls to stand together at this time of growing
intellectual crisis (Thomas 1994; Hunt 1994; Baker 1995a).
Stage Three: The Anti-science Era (c.2000?)

For many outsiders, the paradoxical sight of Shelby Hunt espousing the
quasi-relativist position science is marketing, or expounding on the
relativists favourite topic of metaphor (e.g. Hunt and Menon 1995), is the
appropriately absurd outcome of an abstruse slanging match between
marketing philosophers manqu. It is becoming increasingly apparent,
however, that the second stage of the great art or science debate was
merely a precursor to the apocalyptic postmodern critique of the western
scientific worldview. Now, postmodern is one of those slippery words that,
as Fielding (1992, p.21) points out, everyone has encountered or heard of
but no-one can quite explain precisely what it is. For some commentators, it
is a distinctive, late-20th century artistic and cultural movement. For others,
the term pertains to latter-day developments in social, economic and political
life. For yet others, it is essentially a periodising concept or, indeed, a
fashionably chic - some would say pass - posture espoused by pseudointellectual poseurs, the fashion victims of thought (Hollinger 1994; Dickens
and Fontana 1994; Adam and Allan 1995; Seidman 1995).
For the purposes of the present discussion, and at the risk of descending
to gross caricature, it can be contended that the postmodern consciousness characterised though it is by cacophonous currents of competing conjectures
- is premised upon the repudiation of the Western scientific paradigm. Or, to
be more precise, it is exemplified by its renunciation of scientism, the longstanding assumption that science is capable of solving all our problems
(provided enough resources are made available), that science is a force for
the good, that science is unproblematic (Sorrell 1991). While postmodernists
recognise the enormous material benefits that Western science has provided
- we are better fed and educated, more affluent and live longer than our
ancestors, we are free to think and say what we like, and exist in the
reasonable expectation that things will continue to improve, albeit fitfully they draw attention to the dark side of science, to the fact that it brings costs
as well as benefits, that it is not the be all and end all, and that the
achievements of Western science have been accomplished at a very heavy
social, environmental and political price. The mass of society may be better
off than before, but the division of wealth is as unequal as ever, arguably
more unequal. Technological and industrial innovations may have produced
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the wonders of modern medicine, motorised transport, household appliances,

the Sony Walkman and Nintendo Gameboy, yet they have also spawned
weapons of mass destruction, raised the neo-eugenic spectre of genetic
engineering and contributed to resource depletion, environmental
despoliation and the threat of ecological catastrophe. The rise of the West
has been at the expense of the subjugation, exploitation and cocacolonization of the rest. And, while progress may have been made by some
people (white, male, heterosexual, university professors, for instance), and in
certain economic-technocratic spheres of society, the same is not necessarily
true for other groups of people (coloured, female, homosexual, the
unemployed etc.) and in non-scientific areas of human endeavour, such as
morality or spirituality (Brown 1995a). For postmodernists, then, the
appellation science is no longer considered honorific. On the contrary, it is
an epithet of opprobrium. Science, to put it crudely, is seen as cold,
calculating, austere, authoritarian, sterile, inhuman, uncontrollable,
Frankensteinian, deceptive, self-serving, patriarchial, rapacious, destructive
and downright dangerous. It is a force for human immiseration rather than
liberation. It is morally bankrupt, spiritually bereft and intellectually barren. It
has given us a very great deal - where, after all, would we be without the
pop-up toaster? - but it has not made us any happier or succeeded in
explaining the meaning(s) of life (Appleyard 1992; Midgley 1992; Haynes
1994; Gillott and Kumar 1995). Although such antinomian, tending towards
nihilistic, sentiments are shared by numerous postmodern commentators on
the cul de sac that is Western science, it is fair to conclude that they have
thus far failed to capture the academic marketing imagination. Many, if not
most, mainstream marketers still appear to subscribe to the classic version
of science that characterised the first phase of the great debate (Baker
1995b; Greenley 1995), or, alternatively, to the multiple realitiesmany
sciences model that was being propagated by Anderson and his manifold
second phase followers in the mid- to late-1980s (Foxall 1995; Holbrook
1995). Granted, a rapidly growing number of marketing academics appear to
be grappling with what is sometimes termed postmodern science chaos
theory, fuzzy logic, GAIA etc. (Diamond 1993; Fisk 1994) but as Best
(1991) makes clear, the ostensible parallels between postmodern social
theory and latter-day developments in the physical sciences do not withstand
close scrutiny. Indeed, since marketings dilatory ascent to the dizzy heights
of scientific status has often been attributed to the fact that human
phenomena are inherently more intractable and complex than the inanimate,
albeit predictable, objects studied by physical scientists (see Bartels 1951;
Ramond 1974), the recent realisation that the physical world is itself highly
complex actually renders us worse off than before. Marketing must be even
more complicated than we thought!
Despite marketing academics seeming reluctance to articulate the antiscience position that characterises continental European versions of the
postmodern (as opposed to the slightly less sceptical view of the postmodern
moment offered by many of its Anglo-American exponents), this denial of
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scientific authority cannot fail to strike a chord with observers of the

contemporary marketing scene. Albeit devoid of the accompanying
postmodern lexicon, a growing number of commentators appear to be turning
their backs on the grail of marketing Science. In a recent, devastating
assessment of the disciplines post-war academic achievements, for
example, L. McTeir Anderson (1994) maintains that the dogged pursuit of
the mantle of sciencehood has severely damaged marketings credibility at a
time when international competitiveness demands acumen and leadership not the continued railings of pseudo-scientists. Kavanagh (1994), likewise,
has excoriated marketing science for its utter lack of moral, spiritual and
ethical fibre, as have many academic advocates of an ecologically informed
marketing worldview (Fisk 1995; McDonagh 1995). In fact, even prominent
proponents of marketing science have attempted to step back from their
earlier, extravagant expectations or expressed serious doubts about the
present parlous state of affairs (Buzzell 1984; Hunt 1994; Kotler 1994).
Most significantly of all perhaps, the burgeoning literature on marketings
so-called mid-life crisis is predicated on the basic premise that, for all its
mock-scientific posturing, for all its self-satisfied claims to the contrary, for all
the facile addenda on the managerial implications of published papers, for
all the grandiose predictions of impending accomplishment, marketing
scholarship has actually achieved very little of practical, implementable worth
in the post-war period (Brady and Davis 1993; McDonald 1994; Lynch 1994).
And, in this respect, it is noteworthy that when all the smart-ass excesses
and self-indulgences are set aside, postmodernism does seem to describe a
world - turbulent, unstable, indeterminate, counterintuitive - that is closer to
current marketing practice than the clinical, clear-cut, sub-scientific
scratchings proffered by the mainstream marketing academy. After all, in a
paradoxical marketing milieu where organizations are increasingly exhorted
to be both global and local, centralised and decentralised, large and small,
and planned yet flexible, and are expected to serve mass and niche markets,
with standardised and customised products, at premium and penetration
prices, through restricted and extensive distribution networks, and supported
by national yet targeted promotional campaigns, it is not really surprising that
the traditional, linear, step-by-step marketing model of analysis, planning,
implementation and control no longer seems applicable, appropriate or even
pertinent to what is actually happening on the ground (Brown 1995a).
The very clear parallels between the condition of postmodernity and
contemporary trends in the marketing environment, suggest that it is only a
matter of time before the postmodern critique of Western science is brought
to the attention of academic marketing community. The delay is partly
attributable to the fact that postmodern marketing is still a comparatively
recent development and the implications are still being evaluated by its
rapidly growing band of exegetes (Firat et al. 1993; Elliott 1993; Venkatesh et
al. 1994; Firat and Venkatesh 1995). What is more, the accompanying
miasma of pseudo-intellectual obscurantism, coupled with postmodernists
inclination to sit on the fence making snide, world-weary remarks about the
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sheer futility of empirical research, have undoubtedly encouraged

mainstream marketers to ignore postmodern intrusions thus far, or fail fully to
appreciate the seriousness of its implications. Indeed, after a decade-long
war of paradigmatic pugilism over relativism and interpretivism, it is fair to say
that a palpable air of battle fatigue has descended on the marketing
academy. Albeit understandable, such intellectual lassitude not only
overlooks the beneficial effects of internecine conflict - while it may have
seemed debilitating at the time, few would deny that the Hunt-Anderson
contest probably did more to raise the all-round standards of marketing
scholarship than any number of undistinguished disquisitions on marketing
philosophy (Brown 1995b) - but it also merely serves to defer the fateful day
of postmodern reckoning. Postmodernism, of course, is characterised by
deliberate indecision and, in keeping with the earlier attempts at
encapsulation, it is tempting to predict that the third great era of debate will
be marked by the four Ps of postponement, procrastination, protraction and
pedantry. The fact remains, however, that by subverting some of the most
deeply held assumptions concerning the past achievements, present status
and future direction of marketing research, the postmodern critique of
Western science plunges a dagger into the very heart of our academic
specialism. Regardless, therefore, of the seemingly wide-spread reluctance
to get involved in another round of paradigm wars, the challenge posed by
postmodernism will not go away and cannot long be avoided.
Past Imperative
Rather than continuing to put off the postmodern marketing paroxysm, it may
be worthwhile attempting to release the tension by drawing some potentially
fruitful lessons from the past 50 years of the great art or science debate. The
first, and arguably most self-evident, of these is that despite half a century of
academic endeavour, the holy grail of marketing Science has not been
achieved (see Willmott 1993; Desmond 1993; Anderson 1994). In 1963,
during the salad days of pro-science enthusiasm, Buzzell maintained that by
the turn of the millennium, marketing would become a full-fledged science.
Well, the millennium is now upon us and the first phase model of science rigorous, objective, predictive, theory building, law giving etc. - has simply not
transpired, nor is it ever likely to transpire. Notwithstanding Hunts specious
claims to the contrary and macho-modellers much repeated contention that
this land of marketing milk and honey is just around the corner, provided we
all pull together and refuse to be distracted by the siren voices of postmodern
promiscuity, importuned by the sodomites of post-structuralism or seduced
by any analogous whores of intellectual Babylon, this academic Arcadia has
not been attained by any other social sciences, most of which are longer
established and more intellectually cultivated than ourselves (Bass 1993;
Little et al. 1994). These days, only the most arrogant, recidivist or, dare one
say it, myopic marketing academic continues to assume that we can succeed
where our elders and betters have demonstrably failed.
101
A second and closely related point is that even if scientific status were
attainable, or could be achieved with one last superhuman effort, the
question has to be asked: is it something that we really want anymore? When
we look back at the great debate, the early days in particular, we cannot help
but be struck by the sheer navet of the assumption that, regardless of its
realisability, Western science was an unproblematic role model for marketing.
In truth, and not to put too fine a point on it, we are appalled by first phase
commentators preparedness to hold up the Atom Bomb as an exemplar of
scientific achievement (Brown 1948; Mills 1961), now find the very idea of a
single, all-embracing General Theory of marketing laughably absurd,
consider the advocates of broadening over-ambitious at best and
megalomaniacs at worst, and, to be frank, increasingly regard our disciplines
pseudo-scientific aspirations, its underpinning progressivist, gung-ho, wehave-the-technology metanarrative, more a manifestation of 1960s-style
American intellectual imperialism than a meaningful aspiration for late-20th
century marketing research (Brownlie and Saren 1992; Brown 1995a). By
continuing to aspire to scientific status, when all our sister disciplines have
renounced it, merely serves to reinforce marketings reputed lack of
intellectual sophistication. We are the academic embodiment of stack heels,
flared trousers, gold medallions and open-to-the-navel wing-collared shirts the Englebert Humperdinck of higher education, the oldest swingers in town.
A third intriguing aspect of the art versus science confrontation is the
fact that it was never a straightforward, head-to-head contest. At each stage
of the debate, other marketing considerations - usually of a political nature invariably interposed themselves and, to some extent, succeeded in shaping
the trajectory of the dispute. In the very early days, for instance, the debate
was not about art or science as such, but about academic delusions of
grandeur, about attempts to shake off marketings unseemly snake-oil
salesperson image, about the abandonment of its intuitive, cracker-barrel,
seat-of-the-pants style wisdom for a more elevated, professional, progressive
and suitably scholarly ethos. Likewise, Shelby Hunts climactic
pronouncement of 1976 actually did more to curtail the contemporaneous
broadening debate than it did to resolve the artscience issue. By
conflating the two topics and insinuating that the anti-broadeners were
impeding the ever-onward, ever-upward march of marketing science, Hunt
succeeded in carrying the day for the Kotlerites. In a similar vein, the second
great phase of the debate was ostensibly fought on philosophical terrain realism versus relativism etc. - but it was actually about the legitimacy or
otherwise of diverse, mainly qualitative, alternative research methodologies
being proposed by a younger generation of avant-garde marketing
intellectuals (who, despite Hunts claims to the contrary, unquestionably
prevailed). Indeed, the hidden and as yet unarticulated agenda of
contemporary postmodern marketing critiques seems to concern the nature
of the relationship between academics and practitioners (see below).
The fourth distinguishing feature of the 50-year contretemps is its
dialectical and what can only be described as zeitgeistian qualities. Clearly,
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the very fact that we describe art versus science as a debate implies that
the articulation of one position invariably calls forth critics of the opposite
persuasion. However, it is evident in retrospect that the exponents of the
most cogent and carefully argued positions often failed to carry the day. The
undoubtful highlight of the earliest exchanges, for example, was Hutchinsons
(1952) excoriation of marketings scientific pretensions, a stance
subsequently dismissed as a serious error of judgement. Similarly, Shelby
Hunts (1984, 1991) undeniably robust and philosophically sophisticated
second era critique of relativism is now widely regarded as an irrational rant,
a neo-Luddite attempt to prevent, or at least delay, the introduction of
interpretivist perspectives. In this respect, there is some evidence to suggest
that the dominant approach in any individual phase is anticipated in its
predecessor. Converse, as previously noted, was not the first marketer to
wrap himself in the flag of science, yet his utilization of the terminology, at a
time when Science was in the ascendant, ensured that his name will forever
be associated with it. Likewise, the characteristic feature of the second great
phase, a concern with the type of science considered appropriate for
marketing, was alluded to by several first stage commentators some time
prior to Andersons monstrous heresy (e.g. Taylor 1965; Robin 1970;
Dawson 1972; OShaughnessy and Ryan 1979). But, it was Andersons
critique, coming at a time of widespread disillusion with the dominant
hypothetico-deductive perspective and when the children of the 60s counterculture were rising to positions of prominence within the marketing academy,
that captured the moment, that shaped the contours of the ensuing debate
and that is now cited as a milestone in post-war marketing research.
If this dialectical pattern of development holds good, and the lineaments
of the emergent third stage of the altercation are already discernible, then the
key to the future may well be inscribed in the fifth, final and, it has to be said,
somewhat postmodern aspect of the whole controversy the appropriately
hyper-real fact that the great art/science debate never actually took place!
As a glance at even the earliest contributions clearly indicates, the
controversy was always about market-ing: science or non-science?. Art
never came into it. Not a single person in the entire history of the
contretemps attempted to make a case for marketing as an art. True, many
people (most notably Hutchinson) maintained that marketing was an art and
destined to remain an art, but they did not suggest that marketing should
aspire to artistic status. In fact, most discussions of the art of marketing
focused on art, as in artisan (i.e. the craft or technology of marketing), rather
than art as in aesthetics, art as the very acme of human achievement, art as
a quasi-spiritual endeavour.
Interestingly, however, growing numbers of prominent marketing
academics are advocating the study of artistic artefacts, such as books, films,
plays and poetry, arguing that they can provide meaningful insights into the
marketing condition, or stressing the benefits to be obtained from drawing
upon the liberal arts (humanities) end of the academic spectrum rather than
the traditional reliance upon the hard sciences (Belk 1986a; Holbrook and
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Grayson 1986; Holbrook et al. 1989; Hirschman and Holbrook 1992). Other
prescient thinkers have espoused an increasingly aesthetic-cum-spiritual
orientation (Kavanagh 1994) and, indeed, certain creative individuals have
demonstrated, through the use of new literary forms (NLF), that marketing
scholarship can be artistic achievement in itself (Holbrook 1995; McDonagh
1995; Smithee 1995). Yet, despite academic marketers burgeoning
enthusiasm for all things aesthetic, it would appear that its adepts are
unwilling to argue for the superiority of the artistic paradigm, or advocate
the abandonment of the discredited scientific model, with its outmoded
methods, mechanistic worldview and unattainable axiology. At most, the
artistic apologists attempt to make a case for the acceptance of such nonscientific insights, or postulate art as a useful complement to established
approaches. Notwithstanding the endorsement of innumerable philosophers
(Nietzsche, Heidegger and Rorty among them), who argue that the only
authentic form of knowledge is found in Art, it remains something of a
second-class marketing citisen, the disregarded other of academic
marketing discourse, the preserve of postmodern marketers and similar
occupants of the lunatic fringe.
Future Perfect
Regardless of whether one agrees or disagrees with the foregoing
assessment, it is undeniable that we are faced with several contrasting
scenarios for 21st century marketing scholarship. The first alternative on offer
is to continue to chase the early post-war version of Science, the chimera,
the illusion, the marketing mirage that we have trailed for the past 50 years.
Surely, so the argument seems to go, if marketers try hard enough, if we
crunch ever-larger data sets through our ever-faster computing facilities and
develop ever-more sophisticated mathematical models, we will eventually
break through to the bright uplands of absolute marketing understanding.
And, having done so, we shall descend in triumph bearing our tablets of
marketing stone, the iron, inviolate, universal laws of the marketplace,
thereby confounding faint-hearted scholarly sceptics and pusillanimous
practitioners alike. Admittedly, the single-minded pursuit of this noble
aspiration has taken longer than we anticipated and, indeed, may take a tad
more time to come to fruition, but the ultimate fruits of our labours - the bright
and shining Science of Marketing - will make all the sacrifices worthwhile. In
the meantime, we can attempt to mollify marketing practitioners (and our
cerebrally challenged academic peers) by publishing periodic bulletins in the
burgeoning number of managerially orientated magazines, the subtext of
which seems to comprise we know you cretins cant understand a word of
JMR, but lest you conclude that cutting-edge marketing thinkers have lost the
common touch, heres the low brow, bullet-pointed, God-but-youre-thick
version of where were at.
Unbearable as the arrogance of this first generation variant undoubtedly
is - condescending to practising managers, most of whom are more capable
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than the average academic, simply beggars belief - the second option is even
worse. Championed by many of the leading lights of the relativist, stage two
model of marketing science, this involves severing the long-standing link with
marketing practitioners (e.g. Holbrook 1985; Belk 1986b). Such a stance,
however, does not simply comprise an open and, in some respects,
refreshing acknowledgement of the patently obvious fact that marketing
academics and practitioners have all-but gone their separate ways (Brinberg
and Hirschman 1986; Sheth et al. 1988). Nor, as some cynics might
conclude, is it an indication that fifty-something years of fruitless searching
for the Great White Whale of Marketing Science (or should that be Great
White Elephant?) has finally unhinged the latter-day Captain Ahabs of the
marketing academy. It derives, rather, from the relativists belief that
continuing association with practitioners - with a particular interest group in
society - has hopelessly tainted marketing scholarship by compromising our
desire to be accepted as a legitimate social science. If, according to these
intellectual adepts, we wish to gain admittance to the Elysium of the
Academy, we must be born again. We must beg forgiveness for our
managerial bent, confess our sins of commission and renounce for ever the
profane, irredeemable world of the practising marketer. Although the
relativists attempt to extirpate the sins of the marketing flesh, even to the
extent of declaring disciplinary UDI, at least has the merit of honesty, it is not
only litist and unattainable but a recipe for academic disaster. It is
predicated on the erroneous premise that any dealings with marketing
practitioners are automatically tarnished, not to say unspeakably corrupt.
While disinterested and objective analysis might be too much to hope for in
our present cynical and degraded times, one doesnt have to be in thrall to
marketing managers in order to study them (as the growing number of
sociological investigations bear eloquent witness). What is more, the notion
that marketing intellectuals can somehow abandon their connection with
marketers is manifestly absurd. For outsiders, it is the thanatic equivalent of
(say) academic educationalists attempting to cut themselves off from
educators, medical researchers from practitioners of medicine, legal studies
from lawyers, the architectural academy from architects, or scholars of
nursing from nurses. We may not like some of the things marketing
practitioners do - exploiting customers, price fixing, misleading advertising
etc. - but short of relocating to another discipline (doubtless equally beset by
grass is always greener leanings), academic marketers are and always will
be indissolubly associated with their managerial brethren. After all, the very
term marketing carries connotations of doing (Levy 1976).
The third possibility on offer is simply to abandon the pursuit of marketing
science, to give it up as a bad job, to recognise the fact that, despite half-acentury of endeavour, marketing science has produced considerably less
than all the effort warranted (Willmott 1993; Desmond 1993). We have
neither attained the academic Utopia of scientific status, nor significantly
improved the everyday lot of practising managers. If anything, our unending
search for the impossible intellectual dream has only served to distance us
105
from, and diminish our standing in the eyes of, those front-line foot-soldiers
who battle day and daily in the marketing management trenches. For many,
this suggested eschewal of marketing science may seem like an act of
nihilistic irresponsibility - a lunatic disposal of the baby, the bath water and
the very bathtub itself - but such an undeniably understandable reaction
overlooks a couple of very significant points. Apart from the fact that the
decision to abandon our birthright, to admit that we made a serious mistake,
to acknowledge that we got it wrong, is actually harder to take than the
comparatively easy option of continuing as if nothing were amiss, it is
necessary to recognise that there is a positive side to nihilism, that there are
benefits to be gained from, in effect, wiping the slate clean and starting again.
As Feuerbach, one of the progenitors of European nihilism makes perfectly
clear, no-one without the courage to be absolutely negative has the strength
to create anything new (quoted in Hayman 1982, p.99). More importantly
perhaps, it is worth remembering that there is an alternative - a meaningful
alternative - to marketing science. This, for want of a better term, can be
called marketing aesthetics.
It would be foolish to pretend that the couplet marketing aesthetics does
not carry negative connotations. The very mention of aesthetics conjures up
images of the effete, the flighty, the emotional, the self-indulgent, the
subjective, the impractical, the otherworldly, the very antithesis of what
modern marketing is supposed to be about, whether it be the down-to-earth,
horny-handed, pragmatic, aggressive, no-nonsense machismo of practising
managers, or the cool, objective, dispassionate, systematic stereotype of the
academic marketing scientist. However, as the growing preparedness of
museums to add marketing ephemera to their collections clearly indicates,
marketing phenomena have already had artistic status conferred upon them
(Benson & Hedges posters on display in the Tate, the Coca-Cola Museum
in Atlanta etc.). Like the works of art that they unquestionably are, truly great
marketing achievements are capable of inducing an ineffable sense of
awestruck wonder among observers (merchandise displays in Japanese
department stores, British Airways television advertising, customer service in
Nordstrom and so on). Like the creative artists that they undoubtedly are,
outstandingly successful marketing practitioners - the individuals we lionise in
our lectures - do not follow rules, guidelines or the conventional wisdom of
the marketing textbooks. They eschew conventional wisdom, assume the
guidelines apply to everyone but themselves and not only break the rules,
they completely rewrite them (Economist 1989).
These contentions, of course, should not be taken to mean that all
practising marketers are endowed with innate creative genius that notwithstanding the power of undiscovered artist in garret archetype - has
gone unrecognised, unacknowledged and unappreciated hitherto. Clearly,
the majority of people in any walk of intellectual, professional or cultural life
are, by definition, nondescript, mediocre and followers rather than leaders
(who both require and benefit from rules and guidelines). Nor does the
foregoing seek to suggest that the distinctions between art and science are
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Stephen Brown
clear-cut. On the contrary, numerous physical scientists have attested to the

essentially aesthetic qualities of scientific discovery and research - Bohrs
injunction that we must try to think like poets being just one among many
(Tolstoy 1990) - and a copious academic literature now exists on the art of
science (Locke 1992; Halliday and Martin 1993; Selzer 1993). The arts
likewise have not been unaffected by scientific-cum-technological
considerations, ranging from Le Corbusiers machines for living in and the
much-vaunted factory of Andy Warhol, to the post-war scientific turn in
many of the humanities (Cliometrics in History, New Criticism in Literary
Theory, spatial science in human geography and the hypothesis testing
endeavours of Archaeology, Social Anthropology and more besides). Nor, for
that matter, should the above comments be taken to mean that all of the
extant procedures, approaches and methods of academic marketing
understanding - the 4Ps, the PLC, social marketing, macro-marketing etc. must be abandoned forthwith. They merely intimate that there may be some
merit in substituting the hoary marketer as scientist metaphor, or its latterday epigone, the marketer as technician trope, with a long-overdue
marketer as artist analogy. In other words, to cease viewing marketplace
behaviour from a perspective informed by images of laboratories,
experiments, accelerators and theories of everything, or indeed to see it as
some sort of quotidian engineers workshop, where dexterous mechanics
assemble the bits and pieces of the marketing machine and then watch it go,
but imagine it instead as a colony of smock-clad painters (sculptors, poets,
novelists, musicians, film directors or what have you), armed with palettes of
pricing, promotional, product and place-related possibilities, from which they
create their enduring, their transcendent, their majestic marketing
masterpieces.
Naturally, the aestheticisation of marketing practice has major
implications for marketing scholarship, since there is no point in attempting to
assess artistic accomplishments by established scientific procedures and
methods. In this respect, Eisner (1985) notes 10 key differences in artistic
and scientific approaches to academic research. Summarised in Table 1,
these include: mode of representation, poetic rather than literal language;
criteria for appraisal, believability versus validity; the nature of generalisation,
inscribed in the particular not extrapolated from a sample; importance of
form, diversity of expression contra unity of approach; and, ultimate aims,
creation of meaning as opposed to discovery of truth. Although the rewards
of this attempted re-imagination of marketing understanding are potentially
enormous, not least the long-overdue realignment of academics and
practitioners, there is inevitably a price to be paid for intellectual reincarnation, for re-focusing the marketing discipline. Apart from the
unavoidable marginalisation of manifold insightful papers in JMR and
analogous journals, the principal casualty is likely to be the underpinning
philosophy of science, wrestling with which has absorbed so much academic
energy and provided such rich pickings for the conceptually inclined, over the
past few decades. Set against this, however, the philosophy of aesthetics is
107
Table 1. Differences between Scientific and Artistic Approaches

to Research
Criteria
Science
Art
Mode of Representation
Formal statements; literal language
Non-literal language; evocative

statements
Appraisal Criteria
Validity paramount; unbiased

methods of data collection and
analysis; conclusions supported by
evidence
Persuasiveness paramount; seek

illumination, penetration and
insight; arguments supported by
success in shaping concepts
Point of Focus
Concentrates on overt or expressed

behaviour (which can be recorded,
counted and analysed)
Concentrates on experiences
and meanings (observed
behaviour provides springboard
to understanding)
Nature of Generalisation
Extrapolates from particular to

general; randomly drawn sample is
deemed representative of universe
and statistically significant inferences
drawn about latter from former
Studies single cases and the

idiosyncratic, but presupposes
that generalisations reside in the
particular, that broad (if not
statistically significant) lessons
can be learnt from the unique
Role of Form
Results reported in neutral,

embellished manner (third person,
past tense) and according to a
standard format (problem, literature
review, sample, analysis, implications)
Avoidance of standardisation;
form and content interact;
meaning of content determined
by form in which it is expressed
Degree of License
Factual emphasis; little scope for

personal expression or flights of
imaginative fancy
Subjective orientation;
imaginative self-expression both
permitted and expected
Prediction and Control
Aims to anticipate the future

accurately, thus enabling or facilitating
its control
Aims to explicate, thereby

increasing understanding; less
algorithmic than heuristic
Sources of Data
Standardises instruments, such as

questionnaire surveys or observation
schedules, used to collect data
The investigator is the principal

research instrument and his or
her experiences the major
source of data
Basis of Knowing
Methodological monism; only formal

propositions provide knowledge
(affect and cognition separate)
Methodical pluralism; knowledge

conveyed by successful
evocation of experience in
question (affect and cognition
combined)
Ultimate Aims
Discovery of truth and laws of nature;

propositions taken to be true when
they correspond with the reality they
seek to explain
Creation of meaning and

generation of understanding;
statements seek to alter extant
perceptions about the world
Source: Adapted from Eisner (1985).
not only an equally well-developed branch of intellectual life (e.g. Sheppard

1987; Hanfling 1992; Cooper 1992), but one that is comparatively untouched
by marketing academics thus far, thereby providing all sorts of welcome
opportunities for publications, consultancies, and, not least, career-making
controversies.
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Stephen Brown
Conclusions
In endeavouring to evaluate and derive some lessons from the past 50 years
of the great marketing: art or science? debate, this paper has come to the
regrettable yet inevitable conclusion that much of post-war marketing
scholarship has proved to be a complete waste of time and effort, an heroic
but utterly wrongheaded attempt to acquire the unnecessary trappings of
science, a self-abusive orgy of mathematical masturbation which has
rendered us philosophically blind, intellectually deaf and spiritually debilitated.
Clearly, this assessment is unlikely to prove popular with the hairy-handed
sons of toil that comprise the academic marketing mainstream and, indeed, if
the dialectical character of the debate continues, it is likely to induce a highly
personalised torrent of pro-science vitriol (albeit cogently argued, no doubt).
Yet, however much they protest or purport to be on the point of intellectual
take-off, the simple fact of the matter is that marketing science has
achieved little or nothing of note in the half century it has held sway.
Unfortunately, we are no nearer to the academic Arcadia of overarching
theory, objective knowledge, unified method and the like than we were when
Converse contended otherwise or Buzzell boasted of impending
breakthrough. Sadly, we have not been embraced as kindred spirits by the
physical sciences; we continue to be treated with comparative disdain by the
hard social sciences, such as economics; and, our fixation with an
unattainable in fact, non-existent model of science has reduced us to
little more than a laughing stock among the humanistic social sciences and
liberal arts.
Most importantly of all perhaps, marketings ill-advised quest for scientific
respectability has only served to alienate its principal constituents - practising
managers and prospective managers. Not everyone, admittedly, would
accept the contention that marketing is essentially an applied discipline, but it
is undeniable that, 4050 years ago, some of the most enthusiastic
contributors to academic marketing journals were practitioners (Keith,
McKitterick, Lavidge and Steiner etc.). Today, it is almost inconceivable that
a paper by a marketing manager would appear in the premier American and,
increasingly, European academic outlets, though possibly not as
inconceivable as the notion of practising managers turning to these journals
for guidance. Many scholarly papers continue to disport a so-called
managerial implications section, but what manager in their right mind would
proceed to act on such recommendations? In truth, how many of us would
want managers to implement our pseudo-suggestions, especially if we were
held responsible, despite all the standard caveats and get-out clauses, when
things went awry?
If, in sum, marketing is to move forward conceptually, if it is to attract
practitioners back into the fold, if it is to transcend its current mid-life crisis, if
it is to face the 21st century with renewed confidence, it must abandon its
futile fixation with Science and it must abandon it forthwith. It must set aside
the nave belief that a Galileo, Newton or Mendel of marketing science will
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eventually appear and unravel the underlying laws and principles of the
marketplace. It is important, indeed necessary, to appreciate that we have
been pursuing an impossible dream, a vision of plenitude that can never be
attained, no matter how hard we try. It is time to join Markaholics
Anonymous, to confess our hopeless addiction to the academic narcotic that
goes under the appellation Science and, having acknowledged our
dependency, to set out on the rough and rocky road to recovery. It is then
that we will be able to come to terms with the side of ourselves that we have
tried to suppress - the fact, the glorious fact, that marketing is an Art, it
always has been an Art, it always will be an Art. And, the sooner academic
marketers acquaint themselves with the tools and techniques of aesthetic
appreciation, the sooner marketing scholarship will make a quantum leap
forward (if youll pardon the scientific expression).
Now, this entire paper may be dismissed by mainstream marketing
academics as yet another irrational postmodern diatribe, a disingenuous and
self-serving attempt to attract attention through pre-meditated intellectual
iconoclasm, a studied act of teenage rebellion by someone whos old enough
to know better. Postmodernists, moreover, are unlikely to be impressed with
its three-stage model of historical development or the suggestion of an
underpinning metanarrative, albeit with the eschaton Art replacing that of
Science. Before such conclusions are drawn, however, it may be
worthwhile reflecting on the wonderfully ironic outcome of the whole
marketing as aspirant science episode: namely, the changing fortunes of its
constituent parts. Fifty years ago, Western science was in the ascendent. It
could do no wrong. All our problems would be solved if we could place our
faith, and not a few precious resources, in the hands of that happy but
robustly masculine band of selfless do-gooders, whose reasoned pursuit of
objective knowledge was the one sure route to a brighter, better future, an
impending golden age of peace, love and understanding. Marketing, by
contrast, was the fetid lair of mendacious, self-serving charlatans, who
foisted unwanted and unnecessary products upon the credulous, easily
manipulated proletariat - housewives in particular - and stoked the insatiable
flames of consumer desire for their nefarious, unprincipled, capitalistic,
hegemonic, profit-gouging ends.
Fifty years on, the good ship Science has foundered on the reefs of
Chernobyl, Exxon Valdez, global warming, African famine, feminism and the
scholarship of Kuhn, Feyerabend and the sociologists of scientific
knowledge. Marketing, paradoxically, has never been so popular. Despite
the critiques of self-aggrandising postmodernists, it is widely considered to be
the key to long-term business success; it is being embraced in hitherto
hostile fields as diverse as health-care, public administration and the not-forprofit sector; it is successfully infiltrating the former command economies of
Eastern Europe and China; and, after decades of disdain and derision, it is
being treated with grudging admiration by academics hailing from the far left
of the political spectrum (Brown 1995a). This admiration, admittedly, is
directed towards the essentially aesthetic endeavours of marketing
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practitioners (advertisers in particular), rather than the pseudo-scientific

achievements of the sluggards of marketing scholarship, but it represents a
dramatic turnaround from the abhorrence-cum-condescension that once
prevailed (Brown 1995b). Indeed, arguably the most incongruous
development of all is that, faced with mounting public scepticism, funding
agency concerns over value for money and, not least, its wholesale
abandonment by young people, the scientific establishment now
acknowledges the need to become more marketing orientated, of sciences
need to get its message across to the great unwashed, to claw back talented
students from low-life academic disciplines like Business Studies and
Marketing (Carey 1995; Brockman 1995).
I fully appreciate that this point seems to contradict my contention that
marketing is in crisis. However, I have elsewhere endeavoured to show that
success and failure are not necessarily incompatible, that the latterday
triumph of marketing is the root cause of its seemingly terminal illness (see
Brown et al. 1996).
It would appear, then, that science now needs marketing more than
marketing needs science. Yet the Cro-Magnons of the marketing academy
still cleave to an outdated notion of scientific accomplishment. We continue to
aspire to an imaginary and utterly unrealizable idealization of science, an
idealization that never existed, an idealization that we were partly responsible
for creating, thanks to generations of washing powder, shampoo, cosmetics
and patent medicine advertisements (white coats, spotless labs, all-pervasive
air of rigour and objectivity etc.). Isnt it time we woke up to the fact that
modern marketing is dead, that postmodern marketing is extant and that,
despite 50 years of a head start, the hare of marketing science is about to be
overtaken by the artistic marketing tortoise? Way to go!
Acknowledgements
I would like to thank Marcus Stevens for kindly permitting me to reproduce
his poem, Profit on Demand. A colleague, Miriam Catterall, drew my
attention to the work of Eisner, for which I am very grateful. I would also like
to thank Professor Michael Baker for his support and willingness to take a
chance on my academic endeavours.
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Art or Science? Postmodern Postscript
117
Postmodern Postscript3
Like many academics, I hate reading what Ive written and I avoid it at all
costs. The errors, typos and, in my case, cringeworthy attempts to be
creative, leap off the page to excruciating effect. I dont know what my
papers do for other people, but by God they frighten me. Past publications
are like distant relatives, I reckon. They are part of the family, though you
dont see them that often, thank goodness. They turn up when theyre least
expected, usually at the worst possible time. And they always succeed in
embarrassing you, despite their very best intentions.
So it is with Art or Science. I suppose I should be flattered by The
Marketing Reviews decision to reprint my scribblings as part of their modern
classics series. When you think of all the other papers they could have
picked to inaugurate their inventory (please excuse the unfortunate stylistic
flourishes, I cant help myself), it is a great honour to have my work singled
out in this manner. While I am very grateful to the editors, and while my
Dean will doubtless be delighted by their decision, I find it difficult to
welcome, let alone celebrate, the articles reappearance. Although I
occasionally refer to Art or Science on occasion as one does in these citesensitive times I havent actually read it for years. Nor do I really want to.
Its sure to prove a mortifying mess of maladroit metaphors and misbegotten
malapropisms.
On rereading the paper, however, Im struck by three things (aside, that is,
from the toe-curling typos etc.). The first of these is that it is too optimistic.
Yes, I know thats a strange thing to say about an article that arrogantly
dismisses decades of academic endeavour as a complete waste of time
and superciliously asserts that marketings scientific aspirations will never
come to fruition. Yet there is an optimistic subtext, insofar as the paper
intimates that aesthetics will come to marketings rescue, that postmodernism
will save the day, that all we have to do is get in touch with the inner artist
and everything will be fine and dandy. Im not so sure about that anymore.
Now, please dont misunderstand me. I still feel that the arts have much
to offer marketing. Theres no doubt in my mind, moreover, that many
excellent young researchers are rallying to the martistic flag, if I can describe
it as such. However, I have latterly spent a lot of time in the States and that
was something of an eye-opener. The American marketing academy is
largely made up of dyed-in-the-wool scientists, washed-in-the-blood
modellers and praise-the-Lord-and-pass-the-pie-chart neo-positivists. The
interpretive research community, by contrast, is very small, very marginalised
and, sadly, very incestuous. It thus seems to me that the American branch of
marketings artistic colony has not only failed to deliver but that its unlikely to
3
This retrospective was written in October 2001.
118
Stephen Brown
deliver in the short- to medium-term. Sciences stranglehold on marketing

scholarship is much stronger than I thought and the postmodern gunslingers
arent as quick on the draw as they really ought to be. Boot Hill beckons, I
fear.
The second thing that struck me in my reluctant rereading of Art and
Science is that it is too dichotomous. The distinction between art and
science seems awfully sharp. Excessively sharp. Erroneously sharp.
Granted, the paper is a polemic and, in order to make their case, polemicists
are wont to portray positions as more polarised than they actually are. In
fairness, furthermore, my article does draw attention to the interpenetration of
art and science, though this point is made late in the day and, even then, is
manifestly a defensive rhetorical manoeuvre (as all arguments have their
weaknesses, its often prudent to pre-empt ones opponents). That said,
there is a black and white quality to the piece, which is perfectly
understandable but ultimately indefensible. Art and science are a lot closer
than I imply in the article. The history of the arts reveals that creative writers
and artists are routinely inspired by the latest scientific breakthroughs, be it
Darwinianism, Einsteinian astrophysics or latter-day developments in
genetics and chaos theory. Scientific geniuses, what is more, are no
slouches when it comes to symbolic representations of their discoveries.
Mathematics, admittedly, is the principal mode of scientific expression,
nevertheless the best sellers list bears witness to the fact that many write
well as well.
The Stephen Hawkings, Stephen Pinkers and Stephen J.
Goulds of this world are the latest in a long line of artistically inclined
scientists and, as David Hockney has recently demonstrated, the titans of
western art owe much to cameras obscura and analogous optical
instruments. The boundary between art and science is not clear-cut. Or,
rather, its much less sharp than I intimate in Art or Science.
Some readers, no doubt, will pounce on this confession and conclude that
the original article is deeply flawed, which is fair enough. I would argue,
however, that just as it is necessary for marketing artists to acknowledge the
importance of the scientific approach, so too marketing scientists should be
cognisant of the artistic imperative that underpins their activities. Theres
more to marketing science than rigour, reliability and replication, despite
appearances to the contrary, and theres more to marketing aesthetics than
fantasies, feelings and fun. Not much more, I grant you, but hey
My third and final thought on rereading the Art or Science article is that it
is too short-sighted. (Well, okay, strike short-sighted. Myopic, it is!) In
classic product-orientated fashion, I failed to see that the artistic turn in
marketing scholarship would be led by outsiders, as it were. That is to say,
I missed the fact that the best marketing research these days is being done
by non-marketers. Sociologists, anthropologists, geographers, historians,
literary theorists and suchlike are heavily into marketing and consumption, as
a glance at their journals and publishers catalogues attests. Some of their
writing is extremely creative. Their depth of insight and sheer scholarly
firepower are superior to anything we marketers can muster, Im sorry to say.
Art or Science? Postmodern Postscript
119
Think about it. By far the best-selling marketing book of recent years, No
Logo, was written by an exo-marketer and, although we might disagree with
what Klein says about us, its hard to argue with her sales figures, with her
good old-fashioned marketing acumen, with her decision to copyright the No
Logo logo. Now, thats what I call creativity!
In these circumstances, it seems to me that the art or science debate is a
sideshow, an irrelevance, a complete waste of time in itself.
The
unfortunate fact of the matter is that, in our epistemological self-absorption
and preoccupation with methodological probity, weve allowed our specialist
domain, our area of alleged expertise, our competitive advantage in the
intellectual agora, to be usurped by adjacent academic disciplines. The
cutting edge of marketing scholarship is no longer found in marketing and,
rather than continue to dismiss the interlopers as anti-capitalist knownothings, it is incumbent upon us to reinvent the field. Mouthing the
platitudes of the past isnt going to help. Blaming marketing practitioners for
failing to implement our learned insights is a complete cop out. Arguing the
toss over art or science is the intellectual equivalent of incoming clich alert
fiddling while Rome burns. Sure, inertia will sustain us for a while; we can
condescend to the exomarketers who dont know Sheth from shinola; and we
can continue to fill our scholarly journals with trivial, minor-twist, me-too
articles. But the day of research reckoning is coming and, on that dark dawn,
the artistic or scientific standing of our cerebral labours will count for next to
nothing.
All is lost, fellow marketers. Man the lifeboats, me hearties. Women,
children and marketing aesthetes first
About the Author

Professor of Marketing Research at the University of Ulster, Stephen Brown
has written or co-edited ten books including Postmodern Marketing
(Routledge), Postmodern Marketing Two (International Thomson), Marketing
The Retro Revolution (Sage) and Songs of the Humpback Shopper
(www.sfxbrown.com). He has been a visiting professor at Northwestern
University, University of California Irvine and the University of Utah,
amongst others, and is a distinguished alumnus of Pseuds Corner.

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The Marketing Review, 2001, 2, 89-119

Art or Science? Fifty Years of Marketing Debate

Technique is the servant not the master,

ISSN 1472-1384/2001/020089 + 30 4.00/0

Westburn Publishers Ltd.

questionnaire survey of 64 marketing researchers and, despite the

Stage One: The Pro-science Era (c.19451983)

Art or Science? Fifty Years of Marketing Debate

Art or Science? Fifty Years of Marketing Debate

Regardless, however, of commentators failure to agree on marketings

disciplinary development. Yet despite its academic immaturity and

Stage Two: The Pro-sciences Era (c.19831999)

Art or Science? Fifty Years of Marketing Debate

marketers understanding of the nature of Science, which, thanks to Hunt,

Art or Science? Fifty Years of Marketing Debate

Stage Three: The Anti-science Era (c.2000?)

the wonders of modern medicine, motorised transport, household appliances,

Art or Science? Fifty Years of Marketing Debate

scientific authority cannot fail to strike a chord with observers of the

sheer futility of empirical research, have undoubtedly encouraged

Art or Science? Fifty Years of Marketing Debate

Art or Science? Fifty Years of Marketing Debate

Art or Science? Fifty Years of Marketing Debate

clear-cut. On the contrary, numerous physical scientists have attested to the

Art or Science? Fifty Years of Marketing Debate

Table 1. Differences between Scientific and Artistic Approaches

Formal statements; literal language

Non-literal language; evocative

Validity paramount; unbiased

Persuasiveness paramount; seek

Concentrates on overt or expressed

Extrapolates from particular to

Studies single cases and the

Results reported in neutral,

Factual emphasis; little scope for

Prediction and Control

Aims to anticipate the future

Aims to explicate, thereby

Standardises instruments, such as

The investigator is the principal

Methodological monism; only formal

Methodical pluralism; knowledge

Discovery of truth and laws of nature;

Creation of meaning and

Source: Adapted from Eisner (1985).

not only an equally well-developed branch of intellectual life (e.g. Sheppard

Art or Science? Fifty Years of Marketing Debate

practitioners (advertisers in particular), rather than the pseudo-scientific

Art or Science? Fifty Years of Marketing Debate

Anderson, P.F. (1986), On Method in Consumer Research: A Critical

Back on the End of Marketing. In: Marketing Apocalypse: Eschatology,

Art or Science? Fifty Years of Marketing Debate

Feyerabend, P. (1987), Farewell to Reason, London, Verso.

Art or Science? Fifty Years of Marketing Debate

Selzer, J. (1993), Understanding Scientific Prose, Madison, University of

Art or Science? Postmodern Postscript

This retrospective was written in October 2001.

deliver in the short- to medium-term. Sciences stranglehold on marketing

Art or Science? Postmodern Postscript