Contagious ideas is spotting trends. By Jeremy DUMONT, french strategic planner : interactive communications. Join PSST (opinion and trends) www.PSST.fr: 3

11 December 2016

Where is marketing heading ? Dr. Michael R. Hyman, Distinguished Achievement Professor and Ph.D. Coordinator of Marketing

What Is Science

Bevan, William (1991), "Contemporary Psychology: A Tour Inside the Onion," American Psychologist, 46 (May), 475-483. (pdf)
Cole, K. C. (1984), "The Essence of Understanding, Discovery, April, 57, 60. (pdf)
Feynman, Richard P. (1988), What Do You Care What Other People Think? Further Adventures of a Curious Character. New York, NY: Bantam Books, 11-19. (pdf)
Selected quotes about science, scientists, and research. (pdf)
Fischer, Robert B. (1975), "Definitions of Science," in Science, Man, and Society (2nd ed.). Philadelphia, PA: W. B. Saunders Co., 3-10. (pdf)
Ziman, John (1968), "What Is Science?" in Introductory Readings in the Philosophy of Science, Klemke, et al., eds. Buffalo, NY: Prometheus Books, 35-54. (pdf)
Gjertsen, Derek (1988), Science and Philosophy: Past and Present. Baltimore, MD: Penguin Books, 29-50. (pdf)
Butts, Robert E. (1993), "Sciences and Pseudosciences," in Philosophical Problems of the Internal and External Worlds: Essays on the Philosophy of Adolf Grunbaum, Earman, et al., eds. Pittsburgh, PA: University of Pittsburgh Press, 163-185. (Read pp.163-171, skim pp.172-185) (pdf)
Bauer, Henry H. (1992), Scientific Literacy and the Myth of the Scientific Method. Urbana, IL: University of Illinois Press, 19-41. (pdf)
Ferris, Timothy (1992), The Mind's Sky: Human Intelligence in a Cosmic Context. New York, NY: Bantam Books, 3-15. (pdf)
Fiske, Donald W. (1986), "Specificity of Method and Knowledge in Social Science," in Metatheory in Social Science: Pluralisms and Subjectivities, Fiske and Shweder, eds. Chicago, IL: The University of Chicago Press, 61-82. (pdf)

Supplemental

Conant, James B. (1951), Science and Common Sense. New Haven, CT: Yale University Press, 23-41. (pdf)
Ferris, Timothy (1992), The Mind's Sky: Human Intelligence in a Cosmic Context. New York, NY: Bantam Books, 201-222. (pdf)
Richter, Burton (1995), "The Role of Science in Our Society," Physics Today, 48 (September), 43-47. (pdf)
Bateson, Gregory (1980), Mind and Nature: A Necessary Unity. New York, NY: Bantam Books, 27-71. (Read for paper idea) (pdf)
LeShan, Lawrence and Henry Margenau (1982), Einstein's Space and Van Gogh's Sky: Physical Reality and Beyond. New York, NY: Collier Books, 143-168. (Read for main point) (pdf)
Horgan, John (1996), The End of Science: Facing the Limits of Knowledge in the Twilight of the Scientific Age. Reading, MA: Helix Books, 143-158. (pdf)
Holton, Gerald (1993), Science and Anti-Science. Cambridge, MA: Harvard University Press, 126-144. (pdf)
Skinner, B.F. (1989), "The Origins of Cognitive Thought," American Psychologist, 44 (January), 13-18. (pdf)
Sorensen, Roy A. (1992), Thought Experiments. New York, NY: Oxford University Press, 132-166. (pdf)
McCall, Robert B. (1996), "The Concept and Practice of Education, Research, and Public Service in University Psychology Departments," American Psychologist, 51 (April), 379-388. (pdf)
Hewitt, Paul G. (1995), "Lessons from Lily on the Introductory Course," Physics Today, 48 (September), 85-86. (pdf)
Slife, Brent D. and Richard N. Williams (1997), "Toward a Theoretical Psychology: Should a Subdiscipline Be Formally Recognized," American Psychologist, 52 (February), 117-129. (pdf)
Fowler, Raymond D. (1990), "Psychology: The Core Discipline," American Psychologist, 45 (January), 1-6. (pdf)

Is Marketing a Science?

Hunt, Marketing Theory, Chapters 1, 2.
Hyman, Michael R., Robert Skipper, and Richard Tansey (1991), "Two Challenges for the Three Dichotomies Model," in 1991 AMA Winter Educators' Conference, Childers, et al., eds. Chicago: American Marketing Association, 417-422 (pdf; complete online version).
Hyman, Michael R. (2009), "A Tribute, an Old Challenge Revisited, and an Amplification," in Legends in Marketing: Shelby Hunt, Volume 3, Sage. (pdf)
Kotler, Philip (1972), "A Generic Concept of Marketing," Journal of Marketing, 36 (April), 46-54. (pdf)
Levy, Sidney J. (1976), "Marcology 101 or the Domain of Marketing," in 1976 AMA Summer Educators' Conference Proceedings, Bernhardt, ed. Chicago: American Marketing Association, 577-581. (pdf)
Laczniak, Gene R. and Donald A. Michie (1979), "The Social Disorder of the Broadened Concept of Marketing, Journal of the Academy of Marketing Science, 7 (Summer), 214-231. (pdf)
Bartels, Robert (1951), "Can Marketing Be a Science?" Journal of Marketing, 15 (January), 319-328.(pdf)
Hutchinson, Kenneth D. (1952), "Marketing as a Science: An Appraisal," Journal of Marketing, 16 (January), 286-293. (pdf)
Bartels, Robert (1974), "The Identity Crisis in Marketing," Journal of Marketing, 38 (October), 73-76. (pdf)
O'Shaughnessy, John and Michael J. Ryan (1979), "Marketing, Science, and Technology," in Conceptual and Theoretical Developments in Marketing, Ferrell, et al., eds. Chicago: American Marketing Association, 557-589. (pdf)
Zaltman, Lemasters, and Heffring, Theory Construction in Marketing, pp.1-24. (Skim) (pdf)
Baker, Michael J. (1995), "The Need for Theory in Marketing," in Marketing Theory and Practice (Baker, ed.). New York, NY: Macmillan Business, 10-22. (pdf)
Wilkie, William L. and Elizabeth S. Moore (1999), "Marketing's Contributions to Society," Journal of Marketing, 63 (Special Issue), 198-218. (pdf)
Brown, Stephen (2002), "Vote, Vote, Vote for Philip Kotler," European Journal of Marketing, 36 (3), 313-324. (pdf)
Saad, Gad (2008), "The Collective Amnesia of Marketing Scholars Regarding Consumers' Biological and Evolutionary Roots," Marketing Theory, 8 (4), 425-448. (pdf)
Jenkins, Iredell (1948), "What is a Normative Science?" The Journal of Philosophy, 45 (June), 309-332. (pdf)
Robin, Donald P. (1970), "Toward a Normative Science in Marketing," Journal of Marketing, 34 (October), 73-76. (pdf)
Brown, Stephen (2009), "Double, Double Toil and Trouble: On the Equivocal Magic of Marketing," Journal of Customer Behaviour, 8 (June), 163-175. (pdf)
Burton, Dawn (2005), "Marketing Theory Matters," British Journal of Management, 16, 5–18. (pdf)

Markets and the Marketing Concept

Valentin, E. K. (1996), "The Marketing Concept and the Conceptualization of Market Strategy," Journal of Marketing Theory and Practice, (Fall), 16-26. (pdf)
Hyman, Michael R. and Richard Tansey (1992), "The Evolution of Applied Marketing Theory as Evinced by Marketing Textbooks," in 1992 AMA Winter Educators' Conference Proceedings, Allen, et al., eds. Chicago, IL: American Marketing Association, 328-338. (pdf)
Gamble, Jordan, Audrey Gilmore, Danielle McCartan-Quinn, Paula Durkan (2011), "The Marketing Concept in the 21st Century: A Review of How Marketing has been Defined Since the 1960s," The Marketing Review, 11 (3), 227-248. (pdf)
D. G. Brian Jones and Alan J. Richardson (2007), "The Myth of the Marketing Revolution," Journal of Macromarketing, 27 (1), 15-24. (pdf)
Tadajewski, Mark (2009), Eventualizing the Marketing Concept," Journal of Marketing Management, 25 (1-2), 191-217. (pdf)
Tadajewski, Mark and D.G. Brian Jones (2012), "Scientific Marketing Management and the Emergence of the Ethical Marketing Concept," Journal of Marketing Management, 28 (February), 37–61. (pdf)

Exchange: The Central Notion of Marketing?

Hyman, Michael (2004), "Revising the Structural Framework for Marketing Management," Journal of Business Research, 57 (September), 923-932 (pdf; complete online version).
Anderson, Wilton Thomas, Goutam N. Challagalla, and Richard G. McFarland (1999), "Anatomy of Exchange," Journal of Marketing Theory and Practice, 7 (Fall), 8-19. (pdf)
Harris, Sharon (1996), "Are We Teaching the "Science of Transactions?" in Marketing: Moving Toward the 21^st Century (SMA Conference Proceedings), Stuart, et al., eds. Rock Hill, SC: Winthrop University, 365-368. (pdf)
Maignan, Isabelle (1995), "Exchange Types and the Nature of Marketing," in 1995 Southern Marketing Association Proceedings, Engelland and Smart, eds. Evansville, IN: Southern Marketing Association, 368-371. (pdf)
Houston, Franklin S., Jule B. Gassenheimer, and James M. Maskulka (1992), Marketing Exchange Transactions and Relationships. Westport, CN: Quorum Books, 127-171. (pdf)
Foxall, Gordon (1989), "Marketing's Domain," European Journal of Marketing, 23 (8), 7-23. (pdf)

Supplemental

Hunt, Shelby D. (1976), "The Nature and Scope of Marketing," Journal of Marketing, 40 (July), 17-28. (pdf)
Hunt, Shelby D. (2002), "Marketing as a Profession: On Closing Stakeholder Gaps," European Journal of Marketing, 36 (3), 305-312. (pdf)
Brown, Stephen, Pauline Maclaren, and Lorna Stevens (1996), "Marcadia Postponed: Marketing, Utopia and the Millennium," Journal of Marketing Management, 12, 671-683. (pdf)
Cornelissen, Joep (2002), "Academic and Practitioner Theories of Marketing," Marketing Theory, 2 (1), 133-143. (pdf)
Ryans, John K., Donald G. Howard, William P. Howell, and David M. Savino (1988), "Marketing Theory Attitudes: A Comparison of 1974 and 1987 Surveys of JM Editorial Board Members," in 1988 AMA Winter Educators' Conference Proceedings, Shapiro and Walle, eds. Chicago, IL: American Marketing Association, 515-518. (pdf)
Mackie, John L. (1970), Ethics: Inventing Right and Wrong. Baltimore, MD: Penguin Books, 64-82. (Skim--Is/Ought Distinction) (pdf)
Fox, Ronald E. (1996), "Charlatanism, Scientism, and Psychology's Social Contract," American Psychologist, 51 (August), 777-784. (pdf)

Production of Marketing Knowledge

AMA Task Force (1988), "Developing, Disseminating, and Utilizing Marketing Knowledge," Journal of Marketing, 52 (October), 1-25. (pdf)
Hirschman, Elizabeth C. (1987), "Marketing Research: To Serve What Purpose?" in 1987 AMA Winter Educators' Conference Proceedings, Belk, et al., eds. Chicago: American Marketing Association, 204-208. (pdf)
Holbrook, Morris B. (1987), "What Is Marketing Research?" in 1987 AMA Winter Educators' Conference Proceedings, Belk, et al., eds. Chicago: American Marketing Association, 214-216. (pdf)
Hyman, Michael R. (1990), "Unbounded Collaboration: A Way to Broaden and Improve Marketing Theory," in AMA Winter Educators' Conference Proceedings, Lichtenthal, et al., eds. Chicago, IL: American Marketing Association, 1-4. (pdf)
Murray, Jeff B., Deborah J. Evers, and Swinder Janda (1995), "Marketing, Theory Borrowing, and Critical Reflection," Journal of Macromarketing, 15 (Fall), 92-106. (pdf)
Howard, Donald G., David M. Savins, William Howell, and John K. Ryans, Jr. (1991), "The Evolution of Marketing Theory in the United States and Europe," European Journal of Marketing, 25 (2), 7-16. (pdf)
Johnson, Eric J. (2001), "Digitizing Consumer Research," Journal of Consumer Research, 28 (September), 331-336. (pdf)
Rossiter, John R. (2001), "What is Marketing Knowledge? Stage I: Forms of Marketing Knowledge," Marketing Theory, 1 (1), 9-26. (pdf)
Uncles, Mark (2002), "From Marketing Knowledge to Marketing Principles," Marketing Theory, 2 (4), 345-353. (pdf)
Midgley, David (2002), "What to Codify: Marketing Science or Marketing Engineering?" Marketing Theory, 2 (4), 363-368. (pdf)
Rossiter, John R. (2002), "The Five Forms of Transmissible, Usable Marketing Knowledge," Marketing Theory, 2 (4), 369-380. (pdf)
McIntyre, Shelby H. and Max Sutherland (2002), "A Critical Analysis into the Accumulation of Marketing Knowledge at the Level of the Firm," Marketing Theory, 2 (4), 403-418. (pdf)
Dahlstrom, Robert, Arne Nygaard, and Jody L. Crosno (2008), "Strategic, Metric, and Methodological Trends in Marketing Research and their Implications for Future Theory and Practice," Journal of Marketing Theory and Practice, 16 (Spring), 139-152. (pdf)
Yadav, Manjit S. (2010), "The Decline of Conceptual Articles and Implications for Knowledge Development," Journal of Marketing, 74 (January), 1–19. (pdf)
Reibstein, David J., George Day and Jerry Wind (2009), "Guest Editorial: Is Marketing Academia Losing Its Way?" Journal of Marketing, 73 (July), 1–3. (pdf)
Wierenga, Berend (2002), "On Academic Marketing Knowledge and Marketing Knowledge that Marketing Managers Use for Decision-making," Marketing Theory, 2 (4), 355-362. (pdf)
Armstrong, J. Scott (2004), "Does an Academic Research Paper Contain Useful Knowledge? No (p<.05)," Australasian Marketing Journal, 12 (2), 62-63. (pdf)
Rossiter, John R. and Larry Percy (2013), "How the Roles of Advertising Merely Appear to have Changed," International Journal of Advertising, 32 (3), 391–398. (pdf)
Armstrong, J. Scott (2004), "Evidence-based Advertising: An Application to Persuasion," International Journal of Advertising, 30 (5), 743–767. (pdf)
Rossiter, John R. (2012), "Advertising Management Principles are Derived Mostly from Logic and Very Little from Empirical Generalizations," Marketing Theory, 12 (2), 103–116. (pdf)
Armstrong, J. Scott (2011), "Reply to the Commentaries on “Evidence-based Advertising,” International Journal of Advertising, 30, 790-794. (pdf)
Burton, Dawn (2003), "Rethinking the UK System of Doctoral Training in Marketing," Journal of Marketing Management, 19, 883-904. (pdf)
Roberts, Deborah and Richard Adams (2010), "Agenda Development for Marketing Research: The User’s Voice, International Journal of Market Research, 52 (3), 339-362. (pdf)

Marketing Journals (Mostly Ranking)

Bauerly, Ronald J. and Don T. Johnson (2005), "An Evaluation of Journals Used in Doctoral Marketing Programs," Journal of the Academy of Marketing Science, 33 (Summer), 313-329. (pdf)
Polonsky, Michael Jay and Paul Whitelaw (2005), "What are We Measuring When We Evaluate Journals?" Journal of Marketing Education, 27 (August), 189-201. (pdf)
Guidry, Julie Anna, Brandi N. Guidry Hollier, Linda Johnson, John R. Tanner, and Christiane Veltos (2004), "Surveying the Cites: A Ranking of Marketing Journals Using Citation Analysis," Marketing Education Review, 14 (Spring), 45-59. (pdf)
Bakir, Aysen, Scott J. Vitell, and Gregory M. Rose (2000), "Publications in Major Marketing Journals: An Analysis of Scholars and Marketing Departments," Journal of Marketing Education, 22 (August), 99-107. (pdf)
Polonsky, Michael Jay, Gary Jones, and Megan J. Kearsley (1999), "Accessibility: An Alternative Method of Ranking Marketing Journals?" Journal of Marketing Education, 21 (December), 181-193. (pdf)
Koojaroenprasit, Narong, Art Weinstein, William C. Johnson, and David O. Remington (1998), "Marketing Journal Rankings Revisited: Research Findings and Academic Implications," Marketing Education Review, 8 (Spring), 95-101. (pdf)
Hult, G. Tomas M., Martin Reimann, and Oliver Schilke (2009), "Worldwide Faculty Perceptions of Marketing Journals: Rankings, Trends, Comparisons, and Segmentation," Global Edge Business Review, 3 (3), 1-23. (pdf)
Hofacker, Charles F., Mark R. Gleim, and Stephanie J. Lawson (2009), "Revealed Reader Preference for Marketing Journals," Journal of the Academy of Marketing Science, 37 (Summer), 238-247. (pdf)
Firat, A. Fuat (2010), "Commentaries on the State of Journals in Marketing," Marketing Theory, 10 (4), 437–455. (pdf)
Hofacker, Charles F., Mark R. Gleim and Stephanie J. Lawson (2009), "Revealed Reader Preference for Marketing Journals, Journal of the Academy of Marketing Science, 37, 238–247. (pdf)

Bibliometric Studies in Marketing

Zinkhan, George M., Martin S. Roth, and Mary Jane Saxton (1992), "Knowledge Development and Scientific Status in Consumer-Behavior Research: A Social Exchange Perspective," Journal of Consumer Research, 19 (September), 282-291. (pdf)
Hoffman, Donna L. and Morris B. Holbrook (1993), "The Intellectual Structure of Consumer Research: A Bibliometric Study of Author Cocitations in the First 15 Years of the Journal of Consumer Research," Journal of Consumer Research, 19 (March), 505-517. (Skim methodological discussion) (pdf)
Tellis, Gerard, Rajesh K. Chandy, and David S. Ackerman (1999), "In Search of Diversity: The Record of Major Marketing Journals," Journal of Marketing Research, 36 (February), 120-131. (pdf)
Cote, Joseph A., Siew Meng Leong, and Hane Cote (1992), "Assessing the Influence of Marketing Research on the Social Science Literature," Marketing Letters, 3 (3), 251-258. (pdf)
Stremersch, Stefan, Isabel Verniers, and Peter C. Verhoef (2007), The Quest for Citations: Drivers of Article Impact," Journal of Marketing, 71 (July), 171-193. (pdf)

Commodification of Marketing Knowledge

Brownlie, Douglas and Michael Saren (1995), "On the Commodification of Marketing Knowledge," Journal of Marketing Management, 11, 619-627. (pdf)
Baker, Michael J. (1995), "A Comment on: The Commodification of Marketing Knowledge," Journal of Marketing Management, 11, 629-634. (pdf)
Hunt, Shelby D. and Steven Edison (1995), "On the Marketing of Marketing Knowledge," Journal of Marketing Management, 11, 635-639. (pdf)
Holbrook, Morris B. (1995), "The Four Faces of Commodification in the Development of Marketing Knowledge," Journal of Marketing Management, 11, 641-654. (pdf)
Armstrong, J. Scott (1995), "Quality Control Versus Innovation in Research on Marketing," Journal of Marketing Management, 11, 655-660. (pdf)
Hubbard, Raymond (1995), "The Commodification of Marketing Knowledge: It's Not Enough to Count the Numbers," Journal of Marketing Management, 11, 671-673. (pdf)

Research Productivity (mostly in Marketing)

Dembkowski, Sabine, Adamatios Diamatopoulos, and Bodo B. Schlegelmilch (1994), "Measuring the Research Performance of Marketing Academics: Issues, Methods, and Further Research Directions," Marketing Education Review, 4 (Summer), 42-52. (pdf)
Powers, Thomas L., John E. Swan, Theodore Bos, and John Frank Patton (1998), "Career Research Productivity Patterns of Marketing Academics," Journal of Business Research, 42, 75-86. (pdf)
Franke, George R. and Deborah F. Spake (1996), "Research Productivity, Teaching Interests, and Work Experience of Entry-Level Marketing Faculty Candidates," in Marketing: Moving Toward the 21^st Century (SMA Conference Proceedings), Stuart, et al., eds. Rock Hill, SC: Winthrop University, 172-176. (pdf)
Wuchty, Stefan, Benjamin F. Jones and Brian Uzzi (2007), "The Increasing Dominance of Teams in Production of Knowledge," Science, 18 May, 1036-1039. (pdf)

Replication Studies in Marketing

Easley, Richard W., Charles S. Madden, and Mark G. Dunn (2000), "Conducting Marketing Science: The Role of Replication in the Research Process," Journal of Business Research, 48 , 83-92. (pdf)
Okleshen, Cara and Robert Mittelstaedt (1998), "Revisiting the Replicability of Marketing Research: Reported Content and Author Cooperation Eighteen Years Later," in 1998 AMA Winter Educators' Conference, Grewel, et al., eds. Chicago, IL: American Marketing Association, 3-10. (pdf)
Hubbard, Raymond and J. Scott Armstrong (1994), "Replications and Extensions in Marketing--Rarely Published But Quite Contrary," International Journal of Research in Marketing, 11, 233-248. (pdf)
Wilk, Richard R. (2001), "The Impossibility and Necessity of Re-Inquiry: Finding Middle Ground in Social Science," Journal of Consumer Research, 28 (September) 308-312. (pdf)
Uncles, Mark (2011), "Publishing Replications in Marketing," International Journal of Market Research, 53 (5), 579-582. (pdf)
Evanschitzky, Heiner and J. Scott Armstrong (2009), Replications of Forecasting Research, International Journal of Forecasting. (pdf)
Evanschitzky, Heiner and J. Scott Armstrong (2013), "Research with In-built Replications: Comment and Further Suggestions for Replication Research, Journal of Business Research, 66, 1406-1408. (pdf)

Supplemental

Myers, John G., Stephen A. Greyser, and William F. Massy (1980), Marketing Research and Knowledge Development: An Assessment for Marketing Management. Englewood Cliffs, NJ: Prentice-Hall, Inc., 52-100. <<xx>>
Churchill, Gilbert A. Jr. (1988), "Comments on the AMA Task Force Study," Journal of Marketing, 52 (October), 26-31. (pdf)
Garda, Robert A. (1988), "Comment (on the AMA Task Force Study)," Journal of Marketing, 52 (October), 32-41. (pdf)
Hunt, Shelby D. (1988), "Comment (on the AMA Task Force Study)," Journal of Marketing, 52 (October), 42-47. (pdf)
Webster, Frederick E. (1988) "Comment (on the AMA Task Force Study)," Journal of Marketing, 52 (October), 48-51 (pdf).
Myers, John G., Stephen A. Greyser, and William F. Massy (1979), "The Effectiveness of Marketing's R&D For Marketing Management: An Assessment," Journal of Marketing, 43 (January), 17-29. (For historical perspective) (pdf)
Peattie, Ken and Andrea Prothero (1992), "The Marketing Message: Being Broadcast Load and Clear?" Journal of Marketing Management, 8, 21-34. (Read for main point) (pdf)
Greenley, Gordon (1995), "A Comment on: The Commodification of Marketing Knowledge," Journal of Marketing Management, 11, 665-669. (pdf)
McDonagh, Pierre (1995), "Radical Change Through Rigorous Review? A Commentary on the Commodification of Marketing Knowledge," Journal of Marketing Management, 11, 675-679. (pdf)
Desmond, John (1995), "Reclaiming the Subject: Decommodifying Marketing Knowledge?" Journal of Marketing Management, 11, 721-746. (pdf)
Madden, Charles S., Richard W. Easley, and Mark G. Dunn (1995), "How Journal Editors View Replication Research," Journal of Advertising, 24 (Winter), 77-87. (pdf)
Luke, Robert H. and E. Reed Doke (1987), "Marketing Journal Hierarchies: Faculty Perceptions, 1986-1987," Journal of the Academy of Marketing Science, 15 (Spring), 74-78. <<xx>>
Zinkhan, George M. (2005), "Scientific Status and Knowledge Use: Two Perspectives," Journal of the Academy of Marketing Science, 33 (Summer), 251-253. (pdf)
Theoharakis, Vasilis and Andrew Hirst (2002), "Perceptual Differences of Marketing Journals: A Worldwide Perspective," Marketing Letters, 13 (4), 389-402. (pdf)
Zinkhan, George M. and Thomas W. Leigh (1999), "Assessing the Quality Ranking of the Journal of Advertising, 1986-1997," Journal of Advertising, 28 (Summer), 51-70. (pdf)
McIntyre, Shelby H. and Max Sutherland (2002), "A Critical Analysis into the Accumulation of Marketing Knowledge at the Level of the Firm," Marketing Theory, 2 (4), 403-418. (pdf)
McKenzie, C. J., S. Wright, D. F. Ball, and P. J. Baron (2002), "Commentary: The Publications of Marketing Faculty--Who are We Really Talking To?" European Journal of Marketing, 36 (11/12), 1196-1208. (pdf)
Hunter, John E. (2001), "The Desperate Need for Replications," Journal of Consumer Research, 28 (June), 149-158. (pdf)

History of Marketing

Peterson, Robert A. (2005), "Ruminations on Theory and Research Scholarship in Marketing," Journal of Public Policy & Marketing, 24 (Spring), 127–130. (pdf)
Shaw, Eric H. (2011), "A Comment on the Relationship between the History of Marketing Thought and the Development of Marketing Theory," Marketing Theory, 11 (4), 491-494. (pdf)
Tamilia, Robert D. (2011), "Reflections on the History of Marketing Thought and Theory Development, Marketing Theory, 11 (4), 507–512. (pdf)
Hunt, Shelby D. (2010), "Doctoral Seminars in Marketing Theory: For Incorporating the History of Marketing Practice and Thought," Journal of Historical Research in Marketing, 2 (4), 443-456. (pdf)
Hunt, Shelby D. (2011), "On the Intersection of Marketing History and Marketing Theory," Marketing Theory, 11 (4), 483–489. (pdf)
Fullerton, Ronald A. (1986), "Historicism: What it is, and What it Means for Consumer Research," in Advances in Consumer Research, Wallendorf and Anderson, eds. Association for Consumer Research, 431-434. (pdf)
Jones, D.G. Brian and David D. Monieson (1990), "Historical Research in Marketing: Retrospective and Prospect," Journal of the Academy of Marketing Science, 18 (Fall), 269-278. (pdf)
Jones, D.G. Brian and David D. Monieson (1990), "Early Development of the Philosophy of Marketing Thought," Journal of Marketing, 54 (January), 102-113. (pdf)
Mittelstaedt, Robert A, (1990), "Economics, Psychology, and the Literature of the Subdiscipline of Consumer Behavior," Journal of the Academy of Marketing Science, 18 (Fall), 303-311. (pdf)
Brown, Stephen, Elizabeth C. Hirschman, and Pauline Maclaran (2001), "Always Historicize! Researching Marketing History in a Post-Historical Epoch," Marketing Theory. 1 (1), 49-89. (pdf)
Domegan, Christine (2011), "Co-authoring Tomorrow: On How Past Marketing Knowledge Enlightens Future Marketing Theory," Marketing Theory, 11 (4), 495-498. (pdf)
Egan, John (2008), "A Century of Marketing," The Marketing Review, 8 (1), 3-23. (pdf)

Schools of Marketing Thought

Sheth, Gardner, and Garrett, Marketing Theory, entire book.
Shaw, Eric H. and D.G. Brian Jones (2005), "A History of Schools of Marketing Thought," Marketing Theory, 5 (3), 239–281. (pdf)
Zinn, Walter and Scott D. Johnson (1990), "The Commodity Approach in Marketing Research: Is It Really Obsolete?" Journal of the Academy of Marketing Science, 18 (Fall), 345-353. (pdf)

Periodization of Marketing History

Bartels, Robert (1970), Marketing Theory and Metatheory. Homewood, IL: Richard D. Irwin, Inc., 102-127. (pdf)
Bartels (1976), The History of Marketing Thought, pp.1-33, 123-243. (Skim 1-20; Read Chapters 9, 10, 12, 14) (pdf)
Shaw, Eric H. and Robert D. Tamilia (2001), "Robert Bartels and the History of Marketing Thought," Journal of Macromarketing, 21 (December), 156-163. (pdf)
Tamilia, Robert D. (1988), "Broadening Marketing Education: Toward a Bartellian Macromarketing Philosophy," in 1988 AMA Winter Educators' Conference Proceedings, Shapiro and Walle, eds. Chicago, IL: American Marketing Association, 507-514. (pdf)
Brown, Stephen (1996), "Trinitarianism, the Eternal Evangel and the Three Eras Schema," in Marketing Apocalypse: Eschatology, escapology and the illusion of the end, Brown, Bell, and Carson, eds. London, UK: Routledge, 23-43. (pdf)
Hollander, Stanley C. (1986), "The Marketing Concept: A Deja Vu," in Marketing Management Technology as a Social Process, Fisk, ed. New York, NY: Praeger, 3-29. (SKIM 3-20, 25-29; READ 21-24) (pdf)
Hollander, Stanley C., Kathleen M. Rassuli, D. G. Brian Jones, and Laura Farlow Dix (2005), "Periodization in Marketing History," Journal of Macromarketing, 25 (June), 32-41. (pdf) (Read for main points and examples)

'4 Eras' Article and Commentary

Wilkie, William L. and Elizabeth S. Moore (2003), "Scholarly Research in Marketing: Exploring the '4 Eras' of Thought Development," Journal of Public Policy and Marketing, 22 (Fall), 116-146. (commentaries listed below) (pdf)
Webster, Frederick E. Jr. (2005), "A Perspective on the Evolution of Marketing Management," Journal of Public Policy & Marketing, 24 (Spring), 121-126. (pdf)
Peterson, Robert A. (2005), "Ruminations on Theory and Research Scholarship in Marketing," Journal of Public Policy & Marketing, 24 (Spring), 127-130. (pdf)
McAlister, Leigh M. (2005), "Toward Insight and Relevance," Journal of Public Policy & Marketing, 24 (Spring), 131-132. (pdf)
Andreasen, Alan R. (2005), "Marketing Scholarship, Intellectual Leadership, and the Zeitgeist," Journal of Public Policy & Marketing, 24 (Spring), 133-136. (pdf)
Holbrook, Morris B. (2005), "Marketing Education as Bad Medicine for Society: The Gorilla Dances," Journal of Public Policy & Marketing, 24 (Spring), 143-145. (pdf)
Staelin, Richard (2005), "Eras III and IV: My Reflections," Journal of Public Policy & Marketing, 24 (Spring), 146-149. (pdf)
Montgomery, David B. (2005), "Asian Management Education: Some Twenty-First-Century Issues," Journal of Public Policy & Marketing, 24 (Spring), 150-154. (pdf)
Urban, Glen L. (2005), "Customer Advocacy: A New Era in Marketing?" Journal of Public Policy & Marketing, 24 (Spring), 155-159. (pdf)
Sheth, Jagdish N. and Rajendra S. Sisodia (2005), "A Dangerous Divergence: Marketing and Society," Journal of Public Policy & Marketing, 24 (Spring), 160-162. (pdf)
Wilkie, William L. and Elizabeth S. Moore (2006), "Macromarketing as a Pillar of Marketing Thought," Journal of Macromarketing, 26 (December), 224-232. (pdf)

Marketing Journals

Malhotra, Naresh (1996), "The Impact of the Academy of Marketing Science on Marketing Scholarship: An Analysis of the Research Published in JAMS," Journal of the Academy of Marketing Science, 24 (Fall), 291-298. (pdf)
Kerin, Roger A. (1996), "In Pursuit of an Ideal: The Editorial and Literary History of the Journal of Marketing," Journal of Marketing, 60 (January), 1-13. (pdf)
Green, Paul E., Richard M. Johnson, and William D. Neal (2003), "The Journal of Marketing Research: Its Initiation, Growth, and Knowledge Dissemination," Journal of Marketing Research, 40 (February), 1-9. (pdf)
Lehmann, Donald R. (2005), "Journal Evolution and the Development of Marketing," Journal of Public Policy & Marketing, 24 (Spring), 137-142. (pdf)

Wroe Alderson

Wooliscroft, Ben (2008), "Re-inventing Wroe?" Marketing Theory, 8 (4), 367-385. (pdf)
Brown, Stephen (2002), "Reading Wroe: On the Biopoetics of Alderson’s Functionalism," Marketing Theory, 2 (3), 243-271. (pdf)
Alderson, Wroe and Reavis Cox (1948), "Towards a Theory of Marketing," Journal of Marketing, 13 (October), 137-152. (pdf)
Alderson, Wroe (1952), "Psychology for Marketing and Economics," Journal of Marketing, 17 (October), 119-135. (pdf)
Alderson, Wroe and Miles W. Martin (1965), "Toward a Formal Theory of Transactions and Transvections," Journal of Marketing Research, 2 (May), 117-127. (pdf)
Smalley, Roger and John Fraedrich (1995), "Aldersonian Functionalism: An Enduring Theory in Marketing," Journal of Marketing Theory and Practice, 3 (Fall), 1-16. (pdf)
Hunt, Shelby D. and Dennis B. Arnett (2006), "Toward a General Theory of Marketing: Resource-Advantage Theory as an Extension of Alderson's Theory of Market Processes," in A Twenty-First Century Guide to Aldersonian Marketing Thought, Wooliscroft et al. editors. Boston, MA: Kluwer Academic Publishers, 453-471. (pdf)
Hunt, Shelby D., James A. Muncy, and Nina M. Ray (2006), "Alderson's General Theory of Marketing: A Formalization," in A Twenty-First Century Guide to Aldersonian Marketing Thought, Wooliscroft et al. editors. Boston, MA: Kluwer Academic Publishers, 337-349. (pdf)
Shaw, Eric H. (2010), "Revisiting and Revising Alderson's Formula to Measure the Productivity of the Aggregate Marketing System," Marketing Theory, 10 (4), 347-367. (pdf)
Tamilia, Robert D. (2006), "Placing Alderson and His Contributions to Marketing in Historical Perspective," in A Twenty-First Century Guide to Aldersonian Marketing Thought, Wooliscroft et al. editors. Boston, MA: Kluwer Academic Publishers, 473-511. (pdf)
Walle, Alf H. (2006), "Wroe Alderson's Vision Renewed and Rehabilitated: Social Structures and Marketing Theories," in A Twenty-First Century Guide to Aldersonian Marketing Thought, Wooliscroft et al. editors. Boston, MA: Kluwer Academic Publishers, 513-528. (pdf)

Biography

Kotler, Philip (2005), "The Role Played by the Broadening of Marketing Movement in the History of Marketing Thought," Journal of Public Policy & Marketing, 24 (Spring), 114-116. (pdf)
Jones, D.G. Brian, Peggy Cunningham, Paul McLean, and Stanley Shapiro (2010), "The Intellectual Odyssey of David D. Monieson (1927-2008): A Quest for Usable Knowledge," Journal of Historical Research in Marketing, 2 (2), 198-217. (pdf)
Jones, D.G. Brian and Mark Tadajewski (2011), "Percival White (1887–1970): Marketing Engineer," Marketing Theory, 11 (4), 455-478. (pdf)
Nason, Robert W. (2010), "The Legacy of Charles C. Slater," Journal of Macromarketing, 30 (3), 287-292. (pdf)
Woodall, Tony (2001), "The Epistobabble Kid Rides Again: A Stephen Brown (Selective) Retrospective," The Marketing Review, 2, 147-167. (pdf)
Brown, Stephen (2007), "The Failgood Factor: Playing Hopscotch in the Marketing Minefield," The Marketing Review, 7 (2), 125-138. (pdf)

Literary Lessons

Brown, Stephen (2002), "The Spectre of Kotlerism: A Literary Appreciation," European Management Journal, 20 (2), 129-146. (pdf)
Brown, Stephen (2004), "Theodore Levitt: The Ultimate Writing Machine," Marketing Theory, 4 (3), 209-238. (pdf)
Brown, Stephen and Hope Jensen Schau (2007), "Writing Consumer Research: The World According to Belk," Journal of Consumer Behaviour, 6, 349-368. (pdf)
Brown, Stephen and Hope Jensen Schau (2008), "Writing Russell Belk: Excess All Areas," Marketing Theory, 8 (2), 143-165. (pdf)

Supplemental

Fullbrook, Earl S. (1940), "The Functional Concept of Marketing," Journal of Marketing, 4 (January), 229-237. (pdf)
Applebaum, William (1947), "The Journal of Marketing: The First Ten Years," Journal of Marketing, 11 (April), 355-363. (pdf)
Applebaum, William (1952), "The Journal of Marketing: Postwar," Journal of Marketing, 16, 294-300. (pdf)
Chonko, Lawrence and Patrick M. Dunne (1982), "Marketing Theory: A Status Report," in 1982 AMA Marketing Theory Conference, Bush and Hunt, eds. Chicago: American Marketing Association, 43-46. (pdf)
Priem, Richard L. (1992), "Industrial Organization Economics and Alderson's General Theory of Marketing," Journal of the Academy of Marketing Science, 20 (Spring), 135-141. (pdf)
Day, George S. (1996), "Using the Past as a Guide to the Future: Reflections on the History of the Journal of Marketing," Journal of Marketing, 60 (January), 14-16. (pdf)
Enright, Michael (2002), "Marketing and Conflicting Dates for its Emergence: Hotchkiss, Bartels, the 'Fifties School' and Alternative Accounts," Journal of Marketing Management, 18, 445-461. (pdf)
Buchanan, Richard W. (2005), "'Timeless' Marketing Myopia--Or Why the Marketing Concept was a 'Con' in Every Sense of the Word!!" personal communication. (pdf)
Shapiro, Stanley J. (2005), "Looking Backward--and Ahead," Journal of Public Policy & Marketing, 24 (Spring), 117-120. (pdf)
Wilkinson, Ian (2001), "A History of Network and Channels Thinking in Marketing in the 20th Century," Australasian Marketing Journal, 9 (2), 23-52. (pdf)

Three Recent Theories of Marketing

Relationship Marketing

Lehtinen, Uolevi (2011), "Combining Mix and Relationship Marketing," The Marketing Review, 11 (2), 117-136. (pdf)
Brodie, Roderick J., Nicole E. Coviello, Richard W. Brookes, and Victoria Little (1997), "Towards a Paradigm Shift in Marketing? An Examination of Current Marketing Practices," Journal of Marketing Management, 13, 383-406
Morgan, Robert M. and Shelby D. Hunt (1994), "The Commitment-Trust Theory of Relationship Marketing," Journal of Marketing, 58 (July), 20-38.
Hunt, Shelby D. (1997), "Competing Through Relationships: Grounding Relationship Marketing in Resource-Advantage Theory," Journal of Marketing Management, 13, 431-455.
Coviello, Nicole E., Roderick J. Brodie, and High J. Munro (1997), "Understanding Contemporary Marketing: Development of a Classification Scheme," Journal of Marketing Management, 13, 501-523.
deWulf, Kristof and Gaby Odekerken-Schroder (2001), "A Critical Review of Theories Underlying Relationship Marketing in the Context of Explaining Consumer Relationships," Journal for the Theory of Social Behaviour, 31 (1), 73-101. (pdf)
Tadajewski, Mark and Michael Saren (2009), "Rethinking the Emergence of Relationship Marketing," Journal of Macromarketing, 29 (June), 193-206. (pdf)

R-A Theory: Point and Counterpoint

Hunt, Marketing Theory, Chapter 13-15.
Deligonul, Z. Seyda and S. Tamer Cavusgil (1997), "Does the Comparative Advantage Theory of Competition Really Replace the Neoclassical Theory of Perfect Competition?" Journal of Marketing, 61 (October), 65-73. (pdf)
Hunt, Shelby D. and Robert M. Morgan (1997), "Resource-Advantage Theory: A Snake Swallowing Its Tail or a General Theory of Competition?" Journal of Marketing, 61 (October), 74-82. (pdf)
Hyman review of Hunt and Morgan (1997).
Foss, Nicolai J. (2000), "The Dangers and Attractions of Theoretical Eclecticism," Journal of Macromarketing, 20 (June), 65-67. (pdf)
Hodgson, Geoffrey M. (2000), "The Marketing of Wisdom: Resource-Advantage Theory," Journal of Macromarketing, 20 (June), 68-72. (pdf)
Savitt, Ronald (2000), "A Philosophical Essay about A General Theory of Competition: Resources, Competences, Productivity, Economic Growth, Journal of Macromarketing, 20 (June), 73-76. (pdf)
Hunt, Shelby D. (2000), "A General Theory of Competition: Too Eclectic or Not Eclectic Enough? Too Incremental or Not Incremental Enough? Too Neoclassical or Not Neoclassical Enough?" Journal of Macromarketing, 20 (June), 77-81. (pdf)
Hunt, Shelby D. (2001), "Commentary--A General Theory of Competition: Issues, Answers and an Invitation," European Journal of Marketing, 35 (5/6), 524-548. (pdf)
Schlegelmilch, Bodo B. (2002), "Special Symposium of Shelby D. Hunt's 'A General Theory of Competition: Resources, Competences, Productivity, Economic Growth, Part 1: Comment," Journal of Marketing Management, 18, 221-227. (pdf)
Hunt, Shelby D. and Dennis B. Arnett (2003), "Resource-Advantage Theory and Embeddedness: Explaining R-A Theory's Explanatory Success," Journal of Marketing Theory and Practice, (Winter), 1-17. (pdf)
Hunt, Shelby D. (2013), "A General Theory of Business Marketing: R-A Theory, Alderson, the ISBM Framework, and the IMP Theoretical Structure," Industrial Marketing Management, 42, 283-293. (pdf)
Fennell, Geraldine and Joel Saegert (1998), "Implications of the Marketing Concept: What the Textbooks Fail to State," Proceedings of the SCP 1998 Winter Meeting, Austin, TX, 65-74. (pdf)

Service-Dominant Logic

Vargo, Stephen L. and Robert F. Lusch (2004), "Evolving to a New Dominant Logic for Marketing," Journal of Marketing, 68 (January), 1-17. (pdf)
Day, George S., John Deighton, Das Narayandas, Evert Gummesson, Shelby D. Hunt, C. K. Prahalad, Roland T. Rust, and Steven M. Shugan (2004), "Invited Commentaries on 'Evolving to a New Dominant Logic for Marketing," Journal of Marketing, 68 (January), 18-27. (pdf)
Vargo, Stephen L. and Robert F. Lusch (2008), "Service-Dominant Logic: Continuing the Evolution," Journal of the Academy of Marketing Science, 36 (1), 1-10. (pdf)
Brodie, Roderick J., Michael Saren and Jaqueline Pels (2011), "Theorizing about the Service Dominant Logic: The Bridging Role of Middle Range Theory," Marketing Theory, 11 (1), 75–91. (pdf)
Brown, Stephen and Anthony Patterson (2009), "Harry Potter and the Service-Dominant Logic of Marketing: A Cautionary Tale," Journal of Marketing Management, 25 (5-6), 519-533. (pdf)
Campbell, Norah, Aidan O'Driscoll and Michael Saren (2013), "Reconceptualizing Resources: A Critique of Service-Dominant Logic," Journal of Macromarketing, 33 (4), 306-321. (pdf)
Gronroos, Christian (2011), "Value Co-creation in Service Logic: A Critical Analysis," Marketing Theory, 11 (3), 279–301. (pdf)
Layton, Roger A. (2008), "The Search for a Dominant Logic: A Macromarketing Perspective," Journal of Macromarketing, 28 (September), 215-227. (pdf)
Michel, Stefan, Stephen W. Brown and Andrew S. Gallan (2008), "An Expanded and Strategic View of Discontinuous Innovations: Deploying a Service-Dominant Logic," Journal of the Academy of Marketing Science, 36 (1), 54–66. (pdf)
Osborne, Phil and David Ballantyne (2012), "The Paradigmatic Pitfalls of Customer-centric Marketing," Marketing Theory, 12 (2), 155–172. (pdf)
Vargo, Stephen and Fred W. Morgan (2005), "Services in Society and Academic Thought: An Historical Analysis," Journal of Macromarketing, 25 (June), 42-53. (pdf)

Explanation

Hunt, Marketing Theory, Chapters 3, 4.
Zaltman, LeMasters, and Heffring, Theory Construction in Marketing, pp.45-70. (pdf)
Skipper, Robert B. and Michael R. Hyman (1995), “On Foundations Research in the Social Sciences,” The International Journal of Applied Philosophy, 10 (Summer/Fall), 23-38. (pdf)
Hospers, John (1956), "What is Explanation?" in Introductory Readings in the Philosophy of Science, Klemke, et al., eds. Buffalo, NY: Prometheus Books, 87-103. (SKIM) (pdf)
Bateson, Gregory (1980), Mind and Nature: A Necessary Unity. New York, NY: Bantam Books, 90-96. (pdf)
Nagel, Ernest (1961), "Social Science Defended" (excerpt), in The Structure of Science, 473-476, 480-485. (pdf)
Root, Michael (1993), Philosophy of the Social Sciences: The Methods, Ideals, and Politics of Social Inquiry. Oxford, UK: Blackwell, 173-204. (pdf)
Smart, J. C. C. (1990), "Explanation--Opening Address," in Explanation and its Limits, Dudley Knowles, ed. Cambridge, UK: Cambridge University Press, 1-19. (pdf)
Troxell, Eugene A. and William S. Synder (1976), "Causes and David Hume," in Making Sense of Things: An Invitation to Philosophy. New York, NY: St. Martin's Press, 54-59. (pdf)
Lipton, Peter (1990), "Contrastive Explanation," in Explanation and its Limits, Dudley Knowles, ed. Cambridge, UK: Cambridge University Press, 247-266. (pdf)
Searle, John R. (1991), "Intentionalistic Explanations in the Social Sciences," Philosophy of the Social Science, 21 (September), 332-344. (pdf)
Louch, A. R. (1967), Explanation and Human Action. Berkeley, CA: University of California Press, 1-38, 50-60, 94-133. (pdf)
Ansoff, Rick (1993), "Finding a Home for a Psychology of Volition," Theory and Psychology, 3 (3), 323-336. (pdf)
Furnham, Adrian (1990), "Commonsense Theories of Personality," in Everyday Understanding: Social and Scientific Implications, Semin and Gergen, eds. Newbury Park, CA: Sage Publications, 176-203. (pdf)
Rychlak, Joseph F. (1993), "A Suggested Principle of Complementarity for Psychology," American Psychologist, 48 (September), 933-942. (Read for four groundings of psychological theory) (pdf)
White, Peter A. (1990), "Ideas About Causation in Philosophy and Psychology," Psychological Bulletin, 108 (1), 3-18. (DIFFICULT TO READ) (pdf)
Foxall, Gordon R. (1998), "Intention versus Context in Consumer Psychology," Journal of Marketing Management, 14 (January), 29-62. (pdf)
Abelson, Raziel (1977), Persons: A Study in Philosophical Psychology. New York, NY: St. Martin's Press, 1-61. (pdf)
Hareli, Shlomo (2005), "Accounting for One's Behavior--What Really Determines its Effectiveness? Its type of Its Content? Journal for the Theory of Social Behaviour, 35 (4), 359-372. (pdf)

Supplemental

Zaltman, Gerald, Christian R. A. Pinson, and Reinhard Angelmar (1973), Metatheory and Consumer Research. Hinsdale, IL: Dryden Press, 123-145. (pdf)
Snyder, Paul (1978), Toward One Science: The Convergence of Traditions. New York, NY: St. Martin's Press, 1-19, 54-100. (pdf)
Salmon, Wesley C. (1971), "Statistical Explanation," in Statistical Explanation and Statistical Relevance, Salmon, et al., eds. Pittsburgh, PA: University of Pittsburgh Press, 29-87. (pdf)
Garfinkel, Alan (1982), Forms of Explanation: Rethinking the Questions in Social Theory. New Haven, CT: Yale University Press, 1-48. (Read for main points) (pdf)
Secord, Paul F. (1986), "Explanation in the Social Sciences and in Life Situations," in Metatheory in Social Science: Pluralism and Subjectivities, Fiske and Shweder, eds. Chicago, IL" The University of Chicago Press, 197-221. (pdf)

Induction and Deduction

Zaltman, LeMasters, and Heffring, Theory Construction in Marketing, 97-112. (pdf)
Skipper, Robert and Michael R. Hyman (1987), "Evaluating and Improving Argument-Centered Works in Marketing," Journal of Marketing, 51 (October), 60-75. (pdf)
Sterrett, S. Martin and Daniel C. Smith (1990), "A Comment on 'Evaluating and Improving Argument-Centered Works in Marketing'," Journal of Marketing, 54 (April), 83-88. (pdf)
Skipper, Robert and Michael R. Hyman (1990), "Marketing and Logical Deduction," Journal of Marketing, 54 (April), 89-92. (pdf)
Poundstone, William (1988), Labyrinths of Reason: Paradox, Puzzles, and the Frailty of Knowledge. New York, NY: Anchor Books, 24-58, 93-125. (pdf)
Rescher, Nicholas (1995), Cognitive Economy: The Economic Dimension of the Theory of Knowledge. Pittsburgh, PA: University of Pittsburgh Press, 108-123. (pdf)
Morris, Harold C. (1992), "Logical Creativity," Theory and Psychology, 2 (1), 89-107. (Read for definitions of deduction, induction, abduction, and elegance) (pdf)
Haig, Brian D. (2005), "An Abductive Theory of Scientific Method," Psychological Methods, 10 (4), 371-388. (pdf)

Supplemental

Areni, Charles S. (2002), "The Proposition-Probability Model of Argument Structure and Message Acceptance," Journal of Consumer Research, 29 (September), 168-187. (pdf)
Hilton, Denis J. (1990), "Conversational Processes and Causal Explanations," Psychological Bulletin, 107 (January), 65-81. (Related to Skipper and Hyman 1987, 1990) (pdf)
Gillies, Donald (1993), Philosophy of Science in the Twentieth Century: Four Central Themes. Oxford, UK: Blackwell, 26-53. (pdf)
Wang, Chamont (1993), Sense and Nonsense of Statistical Inference: Controversy, Misuse, and Subtlety. New York, NY: Marcel Dekker, Inc., 40-87, 137-149, 153-160, 169-172. (pdf)

Scientific Laws

Hunt, Marketing Theory, Chapters 5, 6.
Leone, Robert P. and Randall L. Schultz (1980), "A Study of Marketing Generalization," Journal of Marketing, 44 (Winter), 10-18. (pdf)
Bush, Alan J., William C. Moncrief, and Clifford D. Scott (1982), "On the Interpretation of Nomic Necessity: A Requirement for a Science of Marketing," in 1982 AMA Marketing Theory Conference, Bush and Hunt, eds. Chicago: American Marketing Association, 30-33. (pdf)
Sheth, Jagdish N. and Rajendra S. Sisodia (1999), "Revisiting Marketing's Lawlike Generalizations," Journal of the Academy of Marketing Science, 27 (Winter), 71-87. (pdf)
Varadarajan, P. Rajan (1999), "Strategic Content and Process Perspectives Revisited," Journal of the Academy of Marketing Science, 27 (Winter), 88-100. (pdf)
Kerin, Roger A. and Raj Sethuraman (1999), "'Revisiting Marketing's Lawlike Generalizations': A Comment," Journal of the Academy of Marketing Science, 27 (Winter), 101-104. (pdf)
Armstrong, J. Scott and Randall L. Schultz (1992), "Principles Involving Marketing Policies: An Empirical Assessment," Marketing Letters, 4 (3), 253-265. (pdf)
Hospers, John (1967), "Law," in Introductory Readings in the Philosophy of Science, Klemke, et al., eds. Buffalo, NY: Prometheus Books, 104-111. (pdf)
Dubin, Robert (1969), Theory Building, revised ed. New York, NY: The Free Press, 89-121. (pdf)
Hubbard, Raymond (2002), "How the Emphasis on 'Original' Empirical Marketing Research Impedes Knowledge Development," Marketing Theory, 2 (4), 381-402. (pdf)

Supplemental

Ehrenberg, A. S. C. (1966), "Laws in Marketing: A Tail-Piece," Applied Statistics, 257-267. (SKIM) (pdf)
Hawking, Stephen (1993), Black Holes and Baby Universes and Other Essays. New York, NY: Bantam Books, 41-47, 127-139. (pdf)

Theory

Hunt, Marketing Theory, Chapters 7, 8.
Zaltman, LeMasters, and Heffring, Theory Construction in Marketing, pp. 163-181. (pdf)
Zaltman, Gerald, Christian R. A. Pinson, and Reinhard Angelmar (1973), Metatheory and Consumer Research. Hinsdale, IL: Dryden Press, 72-122. (READ 72-104; SKIM 105-122) (pdf)
Hunt, Shelby D. (1983), "General Theories and the Fundamental Explananda of Marketing," Journal of Marketing, 47 (Fall), 9-17. (pdf)
Simon, Herbert A. (1968), "On Judging the Plausibility of Theories," in Logic, Methodology and Philosophy of Science III. Amsterdam: North-Holland Publishing Co., 25-45. (pdf)
Frank, Philipp G. (1954), "The Variety of Reasons for the Acceptance of Scientific Theories," in Introductory Readings in the Philosophy of Science, Klemke, et al., eds. Buffalo, NY: Prometheus Books, 210-219. (pdf)
Morris, Richard (1984), Dismantling the Universe: The Nature of Scientific Discovery. New York, NY: A Touchstone Book, 103-127. (pdf)
Whetten, David A. (1989), "What Constitutes a Theoretical Contribution," Academy of Management Review, 14 (4), 490-495. (pdf)
Sutton, Robert I. and Barry M. Staw (1995), "What Theory is Not," Administrative Science Quarterly, 40 (September), 371-384. (pdf)

Theory Building

Shoemaker, Pamela J, James William Tankard, Jr., and Dominic L. Lasorsa (2004), How to Build Social Science Theories. Thousand Oaks, CA: Sage Publications.
Zaltman, LeMasters, and Heffring, Theory Construction in Marketing, pp. 113-139. (pdf)
Zeithaml, Valarie A., P. Rajan Varadarajan, and Carl P. Zeithaml (1988), "The Contingency Approach: Its Foundations and Relevance to Theory Building and Research in Marketing," European Journal of Marketing, 22 (7), 37-64. (pdf)
Gummesson, Evert (2002), "Practical Value of Adequate Marketing Management Theory," European Journal of Marketing, 36 (3), 325-348. (pdf)
Bourgeois, L. J., III (1979), "Toward a Method of Middle-Range Theorizing," Academy of Management Review, 4 (3), 443-447. (pdf)
Weick, Karl E. (1989), "Theory Construction as Disciplined Imagination," Academy of Management Review, 14 (4), 516-531. (pdf)
Ingenbleek, Paul T.M. (2014), "From Subsistence Marketplaces Up, from General Macromarketing Theories Down: Bringing Marketing’s Contribution to Development into the Theoretical Midrange," Journal of Macromarketing, 34 (2), 199-212. (pdf)

Classification

Hyman, Michael R., Varinder M. Sharma, and Parthasarathy Krishnamurthy (1995), "A Provider-Cost/Patron-Effort Schema for Classifying Products," Journal of the Academy of Marketing Science, 23 (Winter), 15-25. (pdf)
Root, Michael (1993), Philosophy of the Social Sciences: The Methods, Ideals, and Politics of Social Inquiry. Oxford, UK: Blackwell, 149-172. (pdf)
Bowers, Michael R. and John T. Bowen (1998), "The Development of Classificational Schemata in Marketing: A Review and Critique," in SMA Conference Proceedings, Herrington and Taylor, eds., 237-242. (pdf)

Definition

Hyman, Michael R. (1990), "Deception in Advertising: A Proposed Complex of Definitions for Researchers, Lawyers, and Regulators," International Journal of Advertising, 9, 259-270. (pdf)
Murrow, Jim and Michael R. Hyman (1994), "Direct Marketing: Definitions, Passages, and Deja Vu," Journal of Direct Marketing, 8 (Summer), 46-56. (pdf)
Hyman, Michael R., Gopala Ganesh, and Shaun McQuitty (2002), "Augmenting the Household Affluence Construct," Journal of Marketing Theory and Practice, 10 (3), 13-31. (pdf)
Wood, Lisa M. (1996), "Added Value: Marketing Basics?" Journal of Marketing Management, 12, 735-755. (pdf)
Stern, Barbara, George M. Zinkhan, and Anupam Jaja (2001), "Marketing Images: Construct Definition, Measurement Issues, and Theory Development," Marketing Theory, 1 (2), 201-224. (pdf)
Hyman, Michael R. and Jeffrey K. Sager (1999), Marginally Performing Salespeople: A Definition," Journal of Personal Selling & Sales Management, 19 (Fall), 67-74. (pdf)
Villanova, Lisa, George M. Zinkhan, and Michael R. Hyman (1990), "On Defining and Measuring Store Image," in Development in Marketing Science, Dunlap, ed. Cullowee, NC: Academy of Marketing Science, 466-470. (pdf)
Waguespack, Blaise and Michael R. Hyman (1993), "Consumer Behavior: Still Normative After All These Years," in Advances in Marketing (SWMA Proceedings) (McKee, et al., eds.), Baton Rouge, LA: Louisiana State University, 29-35. (pdf)
Gilliam, David A. and Kevin Voss (2013), "A Proposed Procedure for Construct Definition in Marketing," European Journal of Marketing, 47 (1/2), 5-26. (pdf)
Gambetti, Rossella C., Guendalina Graffigna, and Silvia Biraghi (2012), "The Grounded Theory Approach to Consumer-Brand Engagement: The Practitioner's Standpoint," International Journal of Market Research, 54 (5), 659-687. (pdf)
Adler, Mortimer J. (1985), Ten Philosophical Mistakes. New York, NY: Macmillan Publishing Company, 5-29, 54-82. (pdf)
Peikoff, Leonard (1993), Objectivism: The Philosophy of Ayn Rand. New York: A Meridian Book, 96-109. (pdf)
Szasz, Thomas S. (1960), "The Myth of Mental Illness," American Psychologist, 15 (February), 113-118. (pdf)

Supplemental

Bartels, Robert (1970), Marketing Theory and Metatheory. Homewood, IL: Richard D. Irwin, Inc., 1-28, 58-69. (see earlier)
Dubin, Robert (1969), Theory Building, revised ed. New York, NY: The Free Press, 15-32, 37-87. (pdf)
Quine, W. V. and J. S. Ullian (1978), "Hypothesis," in Introductory Readings in the Philosophy of Science, Klemke, et al., eds. Buffalo, NY: Prometheus Books, 196-206. (pdf)
Achinstein, Peter (1968), Concepts of Science: A Philosophical Analysis. Baltimore, MD: The Johns Hopkins Press, 1-67. (pdf)
Abelson, Raziel (1967), "Definition," in The Encyclopedia of Philosophy, Vol.2, Paul Edwards, ed. New York, NY: Macmillan Publishing Co., Inc. & The Free Press, 314-323. (pdf)
Anderson, R. J., J. A. Hughes, and W. W. Sharrock (1986), Philosophy and the Human Sciences. Totowa, NJ: Barnes and Noble Books, 197-226. (pdf)
Suppes, Patrick (19xx), Introduction to Logic. Princeton, NJ: D. Van Nostrand Company, Inc., 151-172. <<xx>>
Fearnside, W. Ward and William B. Holther (1959), Fallacy: The Counterfeit of Argument. New York, NY: Prentice-Hall, Inc., 33-75. (pdf)
Watkins, Michael J. (1990), "Mediationism and the Obfuscation of Memory," American Psychologist, 45 (March), 328-335. (pdf)

Historical Relativism

Venkatesh, Alladi (1985), "Is Marketing Ready for Kuhn?" in Changing the Course of Marketing: Alternative Paradigms for Widening Marketing Theory, Research in Marketing, Supplement 2. Greenwich, CT: JAI Press, 45-67. (SKIP pp.45-52) (pdf)
Firat, A. Fuat (1985), "Ideology vs. Science in Marketing," in Changing the Course of Marketing: Alternative Paradigms for Widening Marketing Theory, Research in Marketing, Supplement 2. Greenwich, CT: JAI Press, 135-146. (pdf)
Dholakia, Nikhilesh and Ruby Roy Dholakia (1985), "Choice and Choicelessness in the Paradigm of Marketing," in Changing the Course of Marketing: Alternative Paradigms for Widening Marketing Theory, Research in Marketing, Supplement 2. Greenwich, CT: JAI Press, 173-185. (pdf)
Deshpande, Rohit (1984), "Theoretical Myopia: The Discipline of Marketing and the Hierarchy of the Sciences," in 1984 Winter Educators' Conference Proceedings, Anderson, et al., eds. Chicago: American Marketing Association, 18-21. (pdf)
Lusch, Robert F. (1992), "Barriers to Marketing Becoming What It Might Be: Individual vs. Community Costs," Journal of the Academy of Marketing Science, 20 (Fall), 317-321. (pdf)
Ozanne, Julie L., Edward F. Fern, and Manjit S. Yadav (1990), "A Conceptual Framework for Evaluating Interdisciplinary Research in Marketing," in Review of Marketing, 1990, Zeithaml, ed. Chicago, IL: American Marketing Association, 457-480. (pdf)
Palmer, Adrian and Sharon Ponsonby (2002), "The Social Construction of New Marketing Paradigms: The Influence of Personal Perspective," Journal of Marketing Management, 18, 173-192. (pdf)
Lowe, Sid, Adrian N. Carr, and Michael Thomas (2004), "Paradigmapping Marketing Theory," European Journal of Marketing, 38 (9/10), 1057-1064. (pdf)
Ackermann, Robert John (1985), Data, Instruments, and Theory: A Dialectical Approach to Understanding Science. Princeton, NJ: Princeton University Press, 35-73. (pdf)
Wolpert, Lewis (1993), The Unnatural Nature of Science. Cambridge, MA: Harvard University Press, 85-100. (pdf)
du Preez, Peter (1991), A Science of Mind: The Quest for Psychological Reality. New York, NY: Academic Press, 114-139. (Skim pp.125-138) (pdf)
Kuhn, Thomas S. (1961), "Normal Measurement and Reasonable Agreement," in Science in Context: Readings in the Sociology of Science. Cambridge, MA: The MIT Press, 75-93. (pdf)
Kuhn, Thomas S. (1974), "Second Thoughts on Paradigms," in The Structure of Scientific Theories, Suppe, ed. Chicago: University of Illinois Press, 459-482. (SUPPE COMMENTS AND DISCUSSION, pp.483-517) (pdf)
Driver-Linn, Erin (2003), "Where is Psychology Going? Structural Fault Lines Revealed by Psychologists' Use of Kuhn," American Psychologist, 58 (April), 269-278. (pdf)
Tadajewski, Mark (2008), "Incommensurable Paradigms, Cognitive Bias and the Politics of Marketing Theory," Marketing Theory, 8 (3), 273-297. (pdf)
Berthon, Pierre, Agnes Nairn, and Arthur Money (2003), "Through the Paradigm Funnel: A Conceptual Tool for Literature Analysis," Marketing Education Review, 13 (Summer), 55-66. (pdf)
Fuller, Steve (1992), "Being There with Thomas Kuhn: A Parable for Postmodern Times, History and Theory, 31 (October), 241-275. (pdf)
Tadajewski, Mark (2006), "The Ordering of Marketing Theory: The Influence of McCarthyism and the Cold War," Marketing Theory, 6 (2), 163–199. (pdf)

Supplemental

Carman, James M. (1980), "Paradigms for Marketing Theory," in Research in Marketing: A Research Annual, Volume 3. Greenwich, CT: JAI Press, 1-36. (pdf)
Hanson, N. R. (1958), "Observation," in Introductory Readings in the Philosophy of Science, Klemke, et al., eds. Buffalo, NY: Prometheus Books, 152-163. (pdf)
Feyerabend, Paul (1975), Against Method. London, UK: Verso, 17-28, 295-309. (pdf)
Mohr, H. (1977), Lectures on Structure and Significance of Science. New York, NY: Springer-Verlag, 127-140. (pdf)
Monieson, David M. (1981), "What Constitutes Usable Knowledge in Marketing?" Journal of Macromarketing, 1 (Spring), 14-22. (Read pages 19-21 only) (pdf)
Roberts, Wayne A. (1984), "A Kuhnian Perspective on Marketing Science and the 'Scientific Method'," in 1984 Winter Educators' Conference Proceedings, Anderson, et al., eds. Chicago, IL: American Marketing Association, 14-17. (pdf)
Dahlstrom, Robert (1988), "A Kuhnian Perspective on the Development of Marketing Thought," in 1988 AMA Winter Educators' Conference Proceedings, Shapiro and Walle, eds. Chicago, IL: American Marketing Association, 171-174. (pdf).

Post-Relativistic Philosophy of Science

General

Berger, Peter L. and Thomas Luckmann (1967), The Social Construction of Reality: A Treatise in the Sociology of Knowledge. Garden City, NY: Anchor Books, 19-46. (pdf)
Boyd, Richard N. (1984), "The Current Status of Scientific Realism," in Scientific Realism, Leplin, ed. Berkeley, CA: University of California Press, 41-82. (pdf)
Selected readings on the Sokal affair (found on the Internet). (pdf)
Gross, Paul R. and Norman Levitt (1994), Higher Superstition: The Academic Left and Its Quarrels with Science. Baltimore, MD: The Johns Hopkins University Press, 42-106, 234-257. (pdf) (pdf)

Marketing Literature

Hunt, Marketing Theory, Chapters 9-12.
Brown, Stephen (1998), Postmodern Marketing 2. London, UK: International Thomson Business Press, 14-34. (pdf)
Brown, Stephen (1995), Postmodern Marketing. London, UK: Routledge, 26-58. (pdf)
Zaltman, LeMasters, and Heffring, Theory Construction in Marketing, pp.140-161. (Chapter 7) (pdf)
Brown, Stephen (1995), "Postmodern Marketing Research: No Representation without Taxation," Journal of the Market Research Society, 37 (3), 287-310. (pdf)
Sauer, William J., Nancy Nighswonger, and Gerald Zaltman (1982), "Current Issues in the Philosophy of Science: Implications for the Study of Marketing," in 1982 AMA Winter Educators' Conference Proceedings, Bush and Hunt, eds. Chicago: American Marketing Association, 17-21. (pdf)
Anderson, Paul F. (1983), "Marketing, Scientific Progress, and Scientific Method," Journal of Marketing, 47 (Fall), 18-31. (pdf)
Peter, J. Paul and Jerry C. Olson (1983), "Is Science Marketing?" Journal of Marketing, 47 (Fall), 111-125. (pdf)
Laudan, Larry (1984), "Reconstructing Methodology," in 1984 Winter Educators' Conference Proceedings, Anderson, et al., eds. Chicago: American Marketing Association, 1-4. (pdf)
Leong, Siew Meng (1985), "Metatheory and Metamethodology in Marketing: A Lakatosian Reconstruction," Journal of Marketing, 49 (Fall), 23-40. (pdf)
Zinkhan, George M. and Rudy Hirschheim (1992), "Truth in Marketing Theory and Research: An Alternative Perspective," Journal of Marketing, 56 (April), 80-88. (pdf)
Peter, J. Paul (1992), "Realism or Relativism for Marketing Theory and Research: A Comment on Hunt's 'Scientific Realism'," Journal of Marketing, 56 (April), 72-79. (pdf)
Newton, Roger G. (1997), The Truth of Science: Physical Theories and Reality. Cambridge, MA: Harvard University Press, 200-223. (pdf)
Razzaque, Mohammed Abdur (1998), "Scientific Method, Marketing Theory Development and Academic vs. Practitioner Orientation: A Review," Journal of Marketing Theory and Practice, 6 (Winter), 1-15. (pdf)
Brown, Stephen (1996), "Art or Science?: Fifty Years of Marketing Debate," Journal of Marketing Management, 12, 243-267. (pdf)
Marsden, David and Dale Littler (1996), "Evaluating Alternative Research Paradigms: A Market-Oriented Framework," Journal of Marketing Management, 12, 645-655. (pdf)
Brown, Stephen (1995), "Sources and Status of Marketing Theory," in Marketing Theory and Practice (Baker, ed.). New York, NY: Macmillan Business, 23-39. (pdf)
Brown, Stephen (1995), Postmodern Marketing. London, UK: Routledge, 100-130, 162-182 (SKIM 131-161). (pdf)
O'Shaughnessy, John and Nicholas Jackson O'Shaughnessy (2002), "Postmodernism and Marketing: Separating the Wheat from the Chaff," Journal of Macromarketing, 22 (June), 109-135. (pdf)
Kavanagh, Donncha (1994), "Hunt versus Anderson: Round 16," European Journal of Marketing, 28 (3), 26-41. (pdf)
Brown, Stephen (2006), "Recycling Postmodern Marketing," The Marketing Review, 6, 211-230. (pdf)
Cova, Bernard (1996), "The Postmodern Explained to Managers: Implications for Marketing," Business Horizons, 39 (November-December), 15-23. (pdf)

Reification Debate

Monieson, David D. (1988), "Intellectualization in Macromarketing: A World Disenchanted," Journal of Macromarketing, 8 (Fall), 4-10. (pdf)
Dholakia, Nikhilesh (1988), "Interpreting Monieson: Creative and Destructive Tensions," Journal of Macromarketing, 8 (Fall), 11-14. (pdf)
Monieson, D. D. (1989), "Intellectualization in Macromarketing Revisited: A Reply to Hunt," Journal of Macromarketing, 9 (Fall), 11-16. (pdf)
Levin, Michael (1991), "The Reification-Realism-Positivism Controversy in Macromarketing: A Philosopher's View," Journal of Macromarketing, 11 (Spring), 57-65. (pdf)

Consumer Behavior

Heath, Timothy B. (1992), "The Reconciliation of Humanism and Positivism in the Practice of Consumer Research: A View from the Trenches," Journal of the Academy of Marketing Science, 20 (Spring), 107-118. (pdf)
Holbrook, Morris (1999), "Higher than the Bottom Line: Reflections on Some Recent Macromarketing Literature," Journal of Macromarketing, 19 (June), 48-74. (pdf)

Supplemental

Fischhoff, Baruch (1991), "Value Elicitation: Is There Anything in There?" American Psychologist, 46 (August), 835-847. (Read selectively) (pdf)
Shapere, Dudley (1983), "Meaning and Scientific Change," in Mind and Cosmos: Essays in Contemporary Science and Philosophy, Colodny, ed. Pittsburgh, PA: University of Pittsburgh Press, 41-85. <<xx>>
Deshpande, Rohit (1983), "'Paradigms Lost': On Theory and Method in Research in Marketing," Journal of Marketing, 47 (Fall), 101-110. (pdf)
Hunt, Shelby D. (1990), "Truth in Marketing Theory and Research," Journal of Marketing, 54 (July), 1-15. (pdf)
Hunt, Shelby D. (1992), "For Reason and Realism in Marketing," Journal of Marketing, 56 (April), 89-102. (pdf)
Hunt, Shelby D. (1993), "Objectivity in Marketing Theory and Research," Journal of Marketing, 57 (April), 76-91. (pdf)
Hunt, Shelby D. (1991), "Positivism and Paradigm Dominance in Consumer Research: Toward Critical Pluralism and Rapprochement," Journal of Consumer Research, 18 (June), 32-44. (pdf)
Hunt, Shelby D. and Paul S. Speck (1985), "Does Logical Empiricism Imprison Marketing?" in Changing the Course of Marketing: Alternative Paradigms for Widening Marketing Theory, Research in Marketing, Supplement 2. Greenwich, CT: JAI Press, 27-35. (pdf)
Seymour, Daniel T. (1985), "Marketing: A Retrenchment Exercise," in Changing the Course of Marketing: Alternative Paradigms for Widening Marketing Theory, Research in Marketing, Supplement 2. Greenwich, CT: JAI Press, 219-233. (pdf)
Joy, Annamma (1988), "Marketing and Culture: An Epistemological Critique," in 1988 AMA Winter Educators' Conference, Shapiro and Walle, eds. Chicago, IL: American Marketing Association, 389-393. (pdf)

Critical Marketing

Introduction

Ellis, Nick, James Fitchett, Matthew Higgins, Gavin Jack, Ming Lim, Michael Saren, and Mark Tadajewski (2011), Marketing: A Critical Introduction. Los Angeles, CA: Sage.
Hackley, Chris (2009), Marketing: A Critical Introduction.Los Angeles,CA: Sage.
Brownlie, Douglas (2006), "Emancipation, Epiphany and Resistance: On the Underimagined and Overdetermined in Critical Marketing," Journal of Marketing Management, 22, 505-528. (pdf)
Burton, Dawn (2001), "Critical Marketing Theory: The Blueprint?" European Journal of Marketing, 35 (5/6), 722-743. (pdf)
Dholakia, Nikhilesh (2012), "Being Critical in Marketing Studies: The Imperative of Macro Perspectives," Journal of Macromarketing, 32 (2), 220-225. (pdf)
Firat, A. Fuat (2009), "Commentary: Beyond Critical Marketing," Journal of Marketing Management, 25 (7-8), 831-834. (pdf)
Gaski, John F. (2013), "To Serve Man: A Marketing Manifesto (and an Article That Should Not Have Been Necessary)," Journal of Public Policy & Marketing, 32 (Spring), 6–17. (pdf)
Hackley, Chris (2009), "Parallel Universes and Disciplinary Space: The Bifurcation of Managerialism and Social Science in Marketing Studies," Journal of Marketing Management, 25 (7-8), 643-659. (pdf)
Saren, Michael (2009), "Commentary: Modes of Engagement for Critical Marketing: Oppositional, Revivalist and Therapeutic," Journal of Marketing Management, 25 (7-8), 843-848. (pdf)
Badot, Olivier and Bernard Cova (2008), "The Myopia of New Marketing Panaceas: The Case for Rebuilding our Discipline, Journal of Marketing Management, 24 (1-2), 205-219. (pdf)
Shankar, Avi (2009), "Reframing Critical Marketing," Journal of Marketing Management, 25 (7-8), 681-696. (pdf)
Tadajewski, Mark and Douglas Brownlie (2008), "Critical Marketing: A Limit Attitude," in Critical Marketing: Issues in Contemporary Marketing, Tadajewski and Brownlie, eds., 1-28. (pdf)
Tadajewski, Mark (2011), "Producing Historical Critical Marketing Studies: Theory, Method and Politics," Journal of Historical Research in Marketing, 3 (4), 549-575. (pdf)
Tadajewski, Mark (2010), Towards a History of Critical Marketing Studies, Journal of Marketing Management, 26 (August), 773–824. (pdf)
Tadajewski, Mark and Pauline Maclaran, (2009). "Critical Marketing Studies: Introduction and Overview," in Critical Marketing Studies, Volume I, Tadajewski and Maclaran, eds. London: Sage, xvii-xlvi. (pdf)
Tadajewski, Mark (2010), "Critical Marketing Studies: Logical Empiricism, Critical Performativity and Marketing Practice," Marketing Theory, 10 (2), 210-222. (pdf)

Anti-consumption

Chatzidakis, Andreas and Michael S. W. Lee (2013), "Anti-Consumption as the Study of Reasons Against," Journal of Macromarketing, 33 (3), 190-203. (pdf)
Galvagno, Marco (2011), "The Intellectual Structure of the Anti-consumption and Consumer Resistance Field: An Author Co-citation Analysis," European Journal of Marketing, 45 (11/12), 1688-1701. (pdf)
O'Shaughnessy, John and Nicholas Jackson O'Shaughnessy (2002), "Marketing, the Consumer Society and Hedonism," European Journal of Marketing, 36 (5/6), 524-547. (pdf)
O'Shaughnessy, John and Nicholas Jackson O'Shaughnessy (2007), "Commentary: Reply to Criticisms of Marketing, the Consumer Society and Hedonism," European Journal of Marketing, 41 (1/2), 7-16. (pdf)

Social Marketing

Andreasen, Alan R. (1994), "Social Marketing: Its Definition and Domain," Journal of Public Policy & Marketing, 13 (Spring), 108-114. (pdf)
Griffin, Christine, Andrew Bengry-Howell, Chris Hackley, Willm Mistral and Isabelle Szmigin (2009), "Every Time I Do It I Absolutely Annihilate Myself’: Loss of (Self)-consciousness and Loss of Memory in Young People’s Drinking Narratives, Sociology, 43 (3), 457-476. (pdf)
Gurrieri, Lauren, Josephine Previte and Jan Brace-Govan (2012), "Women's Bodies as Sites of Control: Inadvertent Stigma and Exclusion in Social Marketing," Journal of Macromarketing, 33 (2), 128-143. (pdf)
Hastings, Gerard (2007), "The Diaspora has Already Begun," Marketing Intelligence & Planning, 25 (2), 117-122. (pdf)
Hsu, Tsuen and Kuei-Feng Chang (2007), "The Taxonomy, Model and Message Strategies of Social Behavior," Journal for the Theory of Social Behaviour, 37 (3), 279-294. (pdf)
Lefebvre, R. Craig (2012),"Transformative Social Marketing: Co-creating the Social Marketing Discipline and Brand", Journal of Social Marketing, 2 (2), 118-129. (pdf)
Raftopoulou, Effi and Margaret K. Hogg (2010), "The Political Role of Government-sponsored Social Marketing Campaigns," European Journal of Marketing, 44 (7/8), 1206-1227. (pdf)

Societal Marketing

Crane, Andrew and John Desmond (2002), "Societal Marketing and Morality," European Journal of Marketing, 36 (5/6), 548-569. (pdf)
Denegri-Knott, Janice, Detlev Zwick and Jonathan E. Schroeder (2006), "Mapping Consumer Power: An Integrative Framework for Marketing and Consumer Research," European Journal of Marketing, 40 (9/10), 950-971. (pdf)
Hyman, Michael R. and Catharine M. Curran (2000), “The Volitionist’s Manifesto,” Journal of Business Ethics, 23 (February), 323-337. (pdf)
Hyman, Michael R. (2009), “Responsible Ads: A Workable Ideal,” Journal of Business Ethics, 87 (June), 199-210. (pdf)
Hyman, Michael R. and Jeremy J. Sierra (2010), “Idolizing Sports Celebrities: A Gateway to Psychopathology?” Young Consumer, 11 (3), 226-238. (pdf)
Hyman, Michael R. and Richard Tansey (1990), "The Ethics of Psychoactive Ads," Journal of Business Ethics, 9 (February), 105-114. (pdf)
Shanahan, Kevin J. and Michael R. Hyman (2001), “Program-Length Commercials and Host Selling by the WWF,” Business and Society Review, 106 (4), 379-393. (pdf)

Sustainability

de Coverly, Edd, Pierre McDonagh, Lisa O'Malley and Maurice Patterson (2008), "Hidden Mountain : The Social Avoidance of Waste," Journal of Macromarketing, 28 (September), 289-303. (pdf)
Dolan, Paddy (2002), "The Sustainability of 'Sustainable Consumption'," Journal of Macromarketing, 22 (December), 170-181. (pdf)
Hunt, Shelby D. (2012), "Toward the Institutionalization of Macromarketing: Sustainable Enterprise, Sustainable Marketing Sustainable Development, and the Sustainable Society," Journal of Macromarketing, 32 (4), 404-411. (pdf)

End of Marketing

Holbrook, Morris B. and James M. Hulbert (2002), "Elegy on the Death of Marketing," European Journal of Marketing, 36 (5/6), 706-732. (pdf)
Brown, Stephen (1997), "Six Sixty-six and All That (or, What the Hell is Marketing Eschatology?)," European Journal of Marketing, 31 (9//10), 639-653. (pdf)
McDonagh, Pierre and Andrea Prothero (1996), "Making a Drama Out of a Crisis: The final curtain for the marketing concept," in Marketing Apocalypse: Eschatology, escapology and the illusion of the end, Brown, Bell and Carson, eds. London, UK: Routledge, 44, 54-65. (pdf)
Brown, Stephen and Pauline Maclaren (1996), "The Future is Past: Marketing, apocalypse and the retreat from utopia," in Marketing Apocalypse: Eschatology, escapology and the illusion of the end, Brown, Bell and Carson, eds. London, UK: Routledge, 260-277. (pdf)
Holbrook, Morris B. and James M. Hulbert (2002), "Elegy on the Death of Marketing," European Journal of Marketing, 36 (5/6), 702-732. (pdf)

Supplemental

Tadajewski, Mark and Michael Saren (2008), "The Past is a Foreign Country: Amnesia and Marketing Theory," Marketing Theory, 8 (4), 323–338. (pdf)
Tadajewski, Mark (2008), "Final Thoughts on Amnesia and Marketing Theory," Marketing Theory, 8 (4), 465–484. (pdf)
Fisk, George (2006), "Envisioning a Future for Macromarketing," Journal of Macromarketing, 26 (Decembe), 214-218. (pdf)
Layton, Roger A. and Sanford Grossbart (2006), "Macromarketing: Past, Present, and Possible Future," Journal of Macromarketing, 26 (December), 193-213. (pdf)
Varey, Richard J. (2012), "The Marketing Future beyond the Limits of Growth," Journal of Macromarketing, 32 (4), 424-433. (pdf)
Varey, Richard J. (2013), "Marketing in the Flourishing Society Megatrend," Journal of Macromarketing, 33 (4), 354-368. (pdf)

Sociology of Science

Bailey, F. G. (1993), The Kingdom of Individuals: An Essay on Self-Respect and Social Obligation. Ithaca, NY: Cornell University Press, 124-130. (pdf)
Fuchs, Stephan (1992), The Professional Quest for Truth: A Social Theory of Science and Knowledge. Albany, NY: State University of New York Press, 45-76. (pdf)
Hardwig, John (1991), "The Role of Trust in Knowledge," The Journal of Philosophy, 88 (December), 693-708. (pdf)
Hummels, Harry and Hans E. Roosendaal (2001), "Trust in Scientific Publishing," Journal of Business Ethics, 34, 87-100. (pdf)
Physics Today (1995), "Roundtable: Whither Now Our Research Universities?" (March), 42-51. (pdf)
Anderson, Martin (1992), Impostors in the Temple. New York: Simon & Schuster, 72-78, 82-83,102-105. (pdf)
Damrosch, David (1995), We Scholars: Changing the Culture of the University. Cambridge, MA: Harvard University Press, 78-107. (pdf)
Armstrong, J. Scott and Tad Sperry (1994), "The Ombudsman: Business School Prestige--Research versus Teaching," Interfaces, 24 (March-April), 13-43 (PLUS COMMENTS). (pdf)
Mentzer, John T. and David W. Schumann (2006), "The Theoretical and Practical Implications of Marketing Scholarship," Journal of Marketing Theory and Practice, 14 (Summer), 179-190. (pdf)
Macinnis, Deborah J. and Valerie S. Folkes (2010), "The Disciplinary Status of Consumer Behavior: A Sociology of Science Perspective on Key Controversies," Journal of Consumer Research, 36 (April) 899-914. (pdf)

Science and Values

Kipnis, David (1994), "Accounting for the Use of Behavior Technologies in Social Psychology," American Psychologist, 49 (March), 165-172. (pdf)
Medawar, Peter (1991), "The Cost-Benefit Analysis of Pure Research," in The Threat and the Glory: Reflections on Science and Scientists. New York, NY: Oxford University Press, 220-224. (pdf)
Root, Michael (1993), Philosophy of the Social Sciences: The Methods, Ideals, and Politics of Social Inquiry. Oxford, UK: Blackwell, 10-32, 124-148. (pdf)
Azar, Beth (1997), "When Research is Swept Under the Rug," APA Monitor, 28 (August), 1,8. (pdf)

Fraud in Science

Broad, William and Nicholas Wade (1983), Betrayers of the Truth. New York, NY: A Touchstone Book, 22-37, 76-87, 98-125. (pdf)
Jensen, Arthur R. (1992), "Scientific Fraud or False Accusation? The Case of Cyril Burt," in Research Fraud in the Behavioral and Biomedical Sciences, Miller and Hersen, eds. New York, NY: John Wiley & Sons, Inc., 97-124. (pdf)
Thelen, Mark H. and Thomas M. DiLorenzo (1992), "Academic Pressures," in Research Fraud in the Behavioral and Biomedical Sciences, Miller and Hersen, eds. New York, NY: John Wiley & Sons, Inc., 161-181. (pdf)

Supplemental

LaFollette, Marcel C. (1992), Stealing Into Print: Fraud, Plagiarism, and Misconduct in Scientific Publishing. Berkeley, CA: University of California Press. <<xx>>
Crane, Diana (1972), Invisible Colleges: Diffusion of Knowledge in Scientific Communities. Chicago: The University of Chicago Press, 22-128. (pdf)
Sykes, Charles J. (1988), ProfScam: Professors and the Demise of Higher Education. New York, NY: St. Martin's Press, 179-220, 257-264. (FOCUS ON LATTER SECTION.) (pdf)
Weber, Robert L. (1973), A Random Walk in Science: An Anthology. New York, NY: Crane, Russak & Co., Inc., selected pages. (pdf)
Weber, Robert L. (1992), Science with a Smile: An Anthology. Philadelphia, PA: Institute of Physics Publishing, selected pages. (pdf)
Diesling, Paul (1991), How Does Social Science Work? Reflections on Practice. Pittsburgh, PA: University of Pittsburgh Press, 149-206, 273-299. (pdf)
Rapoport, Anatol (1989), "The Redemption of Science," Journal of Business Ethics, 8 (February), 157-165. (pdf)
Kurtines, William M., Mildred Alvarez, and Margarita Azmitia (1990), "Science and Morality: The Role of Values in Science and the Scientific Study of Moral Phenomena," Psychological Bulletin, 107 (3), 283-295. (pdf)

Psychology of Science

Mansfield, Richard S. and Thomas V. Busse (1981), The Psychology of Creativity and Discovery: Scientists and Their Work. Chicago, IL: Nelson-Hall, 49-64, 85-104. (pdf)
Morris, Richard (1984), Dismantling the Universe: The Nature of Scientific Discovery. New York, NY: A Touchstone Book, 63-80. (pdf)
Faust, David (1984), The Limits of Scientific Reasoning. Minneapolis, MN: University of Minnesota Press, 84-146. (pdf)
Simonton, Dean Keith (1992), "Leaders of American Psychology, 1879-1967: Career Development, Creative Output, and Professional Achievement," Journal of Personality and Social Psychology, 62 (January), 5-17. (pdf)
Zaltman, Gerald and Linda Price (1984), "The Sociology and Psychology of Comfort Zones," in 1984 Winter Educators' Conference Proceedings, Anderson, et al., eds. Chicago: American Marketing Association, 39-43. (pdf)
Gardiner, Howard (1993). Creating Minds. New York, NY: Basic Books, 359-390. (pdf)
Simonton, Dean Keith (1997), "Creative Productivity: A Predictive and Explanatory Model of Career Trajectories and Landmarks," Psychological Review, 104 (January), 66-89. (pdf)
Simonton, Dean Keith (1999), "Significant Samples: The Psychological Study of Eminent Individuals," Psychological Methods, 4 (4), 425-451. (pdf)
Loehle, Craig (1996), Thinking Strategically: Power Tools for Personal and Professional Advancement. New York, NY: Cambridge University Press, 9-33, 82-93. (pdf)
Wolpert, Lewis (1993), The Unnatural Nature of Science. Cambridge, MA: Harvard University Press, 56-84. (pdf)

Supplemental

Csikszentmihalyi, Mihaly (1996). Creativity: Flow and the Psychology of Discovery and Invention. New York, NY: HarperCollins Publishers, 23-147. (pdf)
Kuhn, Deanna (1989), "Children and Adults as Intuitive Scientists," Psychological Review, 96 (October), 674-689. (pdf)
Simon, Herbert A. (1983), "Scientific Discovery and the Psychology of Problem Solving," in Mind and Cosmos: Essays in Contemporary Science and Philosophy, Colodny, ed. Pittsburgh, PA: University of Pittsburgh Press, 22-40. (pdf)
Simonton, Dean Keith (1988), Scientific Genius: A Psychology of Science. New York, NY: Cambridge University Press, 1-23, 60-134. (pdf)
Tversky, Amos and Daniel Kahneman (1974), "Judgment Under Uncertainty: Heuristics and Biases," Science, 185, 1124-1131. (pdf)

Discovery

Zaltman, LeMasters, and Heffring, Theory Construction in Marketing, pp.25-44. (Chapter 2) (pdf)
MacInnis, Deborah J. and Bernard J. Jaworski (1984), "Revitalizing Dormant Ideas," in 1984 AMA Winter Educators' Conference Proceedings, Anderson, et al., eds. Chicago: American Marketing Association, 44-47. (pdf)
Holbrook, Morris B. (1984), "Theory Development is a Jazz Solo: Bird Lives," in 1984 AMA Winter Educators' Conference Proceedings, Anderson, et al., eds. Chicago: American Marketing Association, 48-52. (pdf)
Belk, Russell W. (1984), "Against Thinking," in 1984 AMA Winter Educators' Conference Proceedings, Anderson, et al., eds. Chicago: American Marketing Association, 57-60. (pdf)
Wells, William D. (1993), "Discovery-oriented Consumer Research," Journal of Consumer Research, 19 (March), 489-504. (pdf)
Rosenberg, Larry J. (1984), "The Pervasive Role of Metaphors in Marketing Science," in 1984 AMA Winter Educators' Conference Proceedings, Anderson, et al., eds. Chicago: American Marketing Association, 74-77. (pdf)
Brown, Stephen (2008), "Are Marketing’s Metaphors Good for It? The Marketing Review, 8 (3), 209-221. (pdf)
Arndt, Johan (1985), "On Making Marketing Science More Scientific: Role of Orientations, Paradigms, Metaphors, and Puzzle Solving," Journal of Marketing, 49 (Summer), 11-23. (pdf)
Van den Bulte, Christophe (1994), "Metaphor at Work," in Research Traditions in Marketing, Laurent, Lilien, and Pras, eds. Boston, MA: Kluwer Academic Publishing, 405-434 (with commentaries). (pdf)
Winsor, Robert D. (1995), "Marketing Under Conditions of Chaos: Percolation Metaphors and Models," Journal of Business Research, 34, 181-189. (pdf)
Merlo, Omar, Bryan A. Lukas, and Gregory J. Whitwell (2008), "Heuristics Revisited: Implications for Marketing Research and Practice," Marketing Theory, 8 (2), 189-204. (pdf)
O'Malley, Lisa, Maurice Patterson, and Helen Kelly-Holmes (2008), "Death of a Metaphor: Reviewing the 'Marketing as Relationships' Frame," Marketing Theory, 8 (2), 167-187. (pdf)
Armstrong, J. Scott (2002), "Discovery and Communication of Important Marketing Findings: Evidence and Proposals," Journal of Business Research, 56, 69-84. (pdf)
Brown, Stephen (2005), "Commentary: Science, Serendipity and the Contemporary Marketing Condition," European Journal of Marketing, 39 (11/12), 1229-1234. (pdf)
Gigerenzer, Gerd (1991), "From Tools to Theories: A Heuristic of Discovery in Cognitive Psychology," Psychological Review, 98 (April), 254-267. (pdf)
Bohm, David and F. David Peat (1987), Science, Order, and Creativity. New York, NY: Bantam Books, 15-62, 229-271. (pdf)
Root-Bernstein, Robert Scott (1989), Discovering. Cambridge, MA: Harvard University Press, 50-69, 407-420. (pdf)
Klahr, David and Herbert A. Simon (1999), "Studies of Scientific Discovery: Complementary Approaches and Convergent Findings," Psychological Bulletin, 125 (October), 524-543. (pdf)
Oliver, Jack E. (1991), The Incomplete Guide to the Art of Discovery. New York, NY: Columbia University Press, 31-95 (Skim). (pdf)
Holton, Gerald (1995), Einstein, History, and Other Passions. New York, NY: AIP Press, 237-254. (pdf)
Dawkins, Richard (1998), Unweaving the Rainbow: Science, Delusion and the Appetite for Wonder. Boston, MA: Houghton Mifflin Company, 180-209. (pdf)
Sternberg, Robert J. (2001), "What is the Common Thread of Creativity? Its Dialectical Relation to Intelligence and Wisdom," American Psychologist, 56 (April), 360-362. (pdf)

Supplemental

Simon, Herbert A. (1973), "Does Scientific Discovery Have a Logic?" Philosophy of Science, 40, 471-480. (pdf)

SUPPLEMENTAL TOPICS

Concepts and Propositions

Zaltman, LeMasters, and Heffring, Theory Construction in Marketing, pp.71-96. (Chapter 4) (pdf)
Dubin, Robert (1969), Theory Building, revised ed. New York, NY: The Free Press, 159-174. (pdf)
Zaltman, Gerald, Christian R. A. Pinson, and Reinhard Angelmar (1973), Metatheory and Consumer Research. Hinsdale, IL: Dryden Press, 21-71. (pdf)
Firat, F. Fuat (1984), "Marketing Science: Issues Concerning the Scientific Method and the Philosophy of Science," in 1984 AMA Winter Educators' Conference Proceedings, Anderson, et al., eds. Chicago: American Marketing Association, 22-25. (pdf)

Mind-Body Problem

Skinner, B.F. (1990), "Can Psychology Be a Science of Mind?" American Psychologist, 45 (November), 1206-1210. (pdf)
Machlup, Fritz (1969), "If Matter Could Talk," in Philosophy, Science and Method: Essays in Honor of Ernest Nagel, Morganbesser, et al., eds. New York, NY: St. Martin's Press, 286-305. (pdf)
Ferris, Timothy (1992), The Mind's Sky: Human Intelligence in a Cosmic Context. New York, NY: Bantam Books, 71-82. (pdf)
Poundstone, William (1988), Labyrinths of Reason: Paradox, Puzzles, and the Frailty of Knowledge. New York, NY: Anchor Books, 191-238. (SKIM) (pdf)
Nagel, Thomas (1995), Other Minds: Critical Essays. New York, NY: Oxford University Press, 96-110. (pdf)
Coulter, Jeff (2010), "Reflections on the “Darwin-Descartes” Problem," Journal for the Theory of Social Behavior, 40 (3), 274-288. (pdf)
Regis, Ed (1990), Great Mambo Chicken and the Transhuman Condition: Science Slightly Over the Edge. Reading, MA: Addison-Wesley Publishing Company, Inc., 144-176. (pdf)
Priest, Stephen (1991), Theories of the Mind. Boston, MA: Houghton Mifflin Company, introductions to chapters 1-7. (pdf)

Plato to Hegel

Firat, A. Fuat (1988), "The Inevitability of Historical Evidence in Generating Macromarketing Knowledge," in 1988 AMA Winter Educators' Conference Proceedings, Shapiro and Walle, eds. Chicago, IL: American Marketing Association, 98-103. (pdf)
Bickhard, Mark H. (1992), "Myths of Science: Misconceptions of Science in Contemporary Psychology," Theory and Psychology, 2 (August), 321-337. (pdf)
Popper, Sir Karl (1953), "Science: Conjectures and Refutations," in Introductory Readings in the Philosophy of Science, Klemke, et al., eds. Buffalo, NY: Prometheus Books, 19-34. (pdf)
Russell, Bertrand (1960), "Can Scientists or Anyone Know Anything?" in An Outline of Philosophy. New York, NY: The World Publishing Company. (pdf)
Oldroyd, David (198x), The Arch of Knowledge: An Introductory Study of the History of the Philosophy and Methodology of Science. New York, NY: Methuen, 209-262, 297-317. (pdf) (pdf)
Snyder, Paul (1978), Toward One Science: The Convergence of Traditions. New York, NY: St. Martin's Press, 134-168. (pdf)
Goldman, Alvin I. (1991), Liaisons: Philosophy Meets the Cognitive and Social Sciences. Cambridge, MA: The MIT Press, 69-83. (pdf)
Gillies, Donald (1993), Philosophy of Science in the Twentieth Century: Four Central Themes. Oxford, UK: Blackwell, 98-116. (pdf)
Casti, John L. (1989), Paradigms Lost: Images of Man in the Mirror of Science. New York, NY: William Morrow and Company, Inc., 1-67. (pdf)
Cabalero, Marjorie J. and Tom L. Ingram (1982), "The Marketing Profession: Analytic, Synthetic and Practical," in 1982 AMA Winter Educators' Conference Proceedings, Bush and Hunt, eds. Chicago: American Marketing Association, 39-42. (pdf)

SUPPLEMENTAL BOOKS

Brown, James Robert (1994), Smoke and Mirrors: How Science Reflects Reality. New York, NY: Routledge.
Elster, Jon (2007), Explaining Social Behavior: More Nuts and Bolts for the Social Sciences. New York, NY: Cambridge University Press.
Fetzer, James H. (1993), Philosophy of Science. New York, NY: Paragon House.
Feyerabend, Paul K. (1975), Against Method. New York, NY: Verso.
Feyerabend, Paul K. (1981), Realism, Rationalism and Science Method--Philosophical Papers, Volume 1. New York, NY: Cambridge University Press.
Feyerabend, Paul K. (1991), Three Dialogues on Knowledge. Cambridge, MA: Blackwell Publishers.
Fuller, Steve and James H. Collier (2004), Philosophy, Rhetoric, and the End of Knowledge: A New Beginning for Science and Technology Studies, 2nd edition. Mahwah, NJ: Lawrence Erlbaum Associates, Publishers.
Godfrey-Smith, Peter (2003), Theory and Reality: An Introduction to the Philosophy of Science. Chicago, IL: The University of Chicago Press.
Gordon, Scott (1991), The History and Philosophy of Social Science. New York, NY: Routledge.
Gorton, William A. (2006), Karl Popper and the Social Sciences. Albany, NY: State University of New York Press.
Groff, Ruth (editor) (2008), Revitalizing Causality: Realism About Causality in Philosophy and Social Science. New York, NY: Routledge.
Hitchcock, Christopher (editor) (2004), Contemporary Debates in Philosophy of Science. Malden, MA: Blackwell Publishing.
Kuhn, Thomas S. (1970), The Structure of Scientific Revolutions, 2nd ed. Chicago, IL: The University of Chicago Press.
Kuhn, Thomas S. (1979), The Essential Tension: Selected Studies in Scientific Tradition and Change. Chicago IL: The University of Chicago Press.
Kukla, Andre (2000), Social Constructivism and the Philosophy of Science. New York, NY: Routledge
Ladyman, James (2002), Understanding Philosophy of Science. New York, NY: Routledge..
Losee, John (2001), A Historical Introduction to the Philosophy of Science, 4th edition. New York, NY: Oxford University Press.
Machamer, Peter and Michael Silberstein (2002), The Blackwell Guide to the Philosophy of Science. Malden, MA: Blackwell Publishers.
Manicas, Peter T. (2006), A Realist Philosophy of Social Science: Explanation and Understanding. New York, NY: Cambridge University Press.
Mantzavinos, C. (2009), Philosophy of the Social Sciences: Philosophical Theory and Scientific Practice. New York, NY: Cambridge University Press.
Marcum, James (2005), Thomas Kuhn’s Revolution: An Historical Philosophy of Science. New York, NY: Continuum.
Newton-Smith, W.H. (2000), A Companion to the Philosophy of Science. Malden, MA: Blackwell Publishers.
Okasha, Samir (2002), Philosophy of Science: A Very Short Introduction. New York, NY: Oxford University Press.
Poundstone, William (1988), Labyrinths of Reason: Paradox, Puzzles, and the Frailty of Knowledge. New York, NY: Anchor Books.
Preston, John (editor) (1999), Paul K. Feyerabend: Knowledge, Science and Relativism--Philosophical Papers, Volume 3. New York, NY: Cambridge University Press.
Preston, John, Gonzalo Munevar, and David Lamb (editors) (2000), The Worst Enemy of Science? Essays in Memory of Paul Feyerabend. New York, NY: Oxford University Press.
Stathis Psillos, Stathis and Martin Curd (editors) (2008), The Routledge Companion to Philosophy of Science. New York, NY: Routledge.
Rescher, Nicholas (2003), Epistemology: An Introduction to the Theory of Knowledge. Albany, NY: State University of New York Press.
Rosenberg, Alex (2005), Philosophy of Science: A Contemporary Introduction, 2nd edition. New York, NY: Routledge.
Sarkar, Sahotra and Jessica Pfeifer (editors) (2006), The Philosophy of Science: An Encyclopedia. New York, NY: Routledge.
Taagepera, Rein (2008), Making Social Sciences More Scientific: The Need for Predictive Models. New York, NY: Oxford University Press.
Turner, Stephen P. and Paul A. Roth (editors) (2003), The Blackwell Guide to the Philosophy of the Social Sciences. Malden, MA: Blackwell Publishing.

Worthwhile Biographies

Feyerabend, Paul (1995), Killing Time: The Autobiography of Paul Feyerabend. Chicago, IL: The University of Chicago Press.
Gleick, James (1992), Genius: The Life and Science of Richard Feynman. New York, NY: Pantheon Books.
Gribbin, John and Mary Gribbin (1997), Richard Feynman. New York, NY: A Dutton Book.
Poundstone, William (1992), Prisoner's Dilemma: John von Neumann, Game Theory, and the Puzzle of the Bomb. New York, NY: Anchor Books. (Primarily a biography of von Neumann and excellent introduction to game theory)
White, Michael and John Gribbin (1994), Einstein: A Life in Science. New York, NY: A Dutton Book.
White, Michael and John Gribbin (1992), Stephen Hawking: A Life in Science. New York, NY: A Plume Book.

http://business.nmsu.edu/~mhyman/M670_Articles/

Posted on 11 December 2016 in 3 - Marketing 2.0 | Permalink | Comments (0)

04 February 2016

7 Disruptive Companies You Must Know

7 Disruptive Companies You Must Know from Laurene Fleury

Posted on 04 February 2016 in 3 - Marketing 2.0 | Permalink | Comments (0)

22 January 2016

e-commerce brands don't open stores but “showrooms” and “clubhouses” which promise experiences as much as transactions.

Trunk Club When e-commerce brands make the leap to brick-and-mortar, they often avoid the term “store” – no surprise given the rhetoric about retail’s decline. Instead, customers are lured to “showrooms” and “clubhouses,” which promise experiences as much as transactions.

Whatever e-tailers choose to call them, stores are good investments that increase site traffic, boost financial returns, and set evolved retailers apart from their pureplay counterparts. L2’s Intelligence Report: Death of Pureplay Retail features several creative alternatives to the conventional store:

Harry’s “barbershop”
Men’s grooming brand Harry’s expanded its thriving online business with the Cornershop, a New York City barbershop offering haircuts, shaves, beard trims, and Harry’s shaving products. Despite being ahead of the curve in digital e-commerce (customers book appointments online and use the “cut archive” app to record their preferences for future visits) the company cultivates a more old-school image. The website describes the venue as a “neighborhood shop” where customers can “build long-lasting relationships” – dovetailing neatly with the message of old-fashioned quality which helped the brand become a major disruptor in the shaving industry.

Trunk Club’s “clubhouse”
While digital shoppers rate the ability to see, touch, and try merchandise as the most important motivator for in-store shopping, free drinks would likely be on the same level. That’s what customers receive at Trunk Club’s Chicago “clubhouse,” which features a 5,000 square-foot roof deck and a 40-foot bar stocked with complimentary beverages; customers are encouraged to relax and enjoy a drink before meeting with a Trunk Club stylist. The luxury vibe fits the image of the men’s clothing retailer, which began in 2009 by sending subscribers curated “trunks” from which they could select the apparel they liked. Clubhouse shoppers benefit from bonuses such as the ability to request custom clothing.

Casper’s “Snooze Bar”
Mattress brand Casper’s Washington D.C. “Snooze Bar” gives a new meaning to “Shop till you drop.” Customers can schedule appointments to nap on Casper mattresses and enjoy coffee and waffles by day and cocktails by night. These investments not only introduce shoppers to Casper products – overcoming their reluctance to buy online – but also differentiate the company from pureplay brands offering similar products, such as Saatva and Tuft  and Needle.

Posted on 22 January 2016 in 3 - Marketing 2.0 | Permalink | Comments (4)

Top 7 Brands in Mobile

In 2015, more searches occurred on mobile devices than desktop for the first time, and mobile began to account for the largest share of digital ad spending in the U.S. L2’s Insight Report: Best of Mobile pinpoints seven brands that were pioneers in mobile this year, from Fashion and Beauty to Specialty Retail and Big Box.

Top 7 Brands in Mobile http://www.l2inc.com/top-7-brands-in-mobile/2016/blog

Posted on 22 January 2016 in 3 - Marketing 2.0 | Permalink | Comments (0)

29 November 2015

Fashion Market in China

Fashion Market in China from Sami Muneer

Posted on 29 November 2015 in 3 - Marketing 2.0 | Permalink | Comments (0)

Research on highest traffic keywords

Research on highest traffic keywords from Sensor Tower

Posted on 29 November 2015 in 3 - Marketing 2.0 | Permalink | Comments (0)

26 October 2015

HAPPY BRANDS. For Brands, 2015 Is the Year of Positivity. Can a brand help improve a consumer's state of mind or even dare to make them happier? Dove, Coca-Cola and McDonald's are smiling at millennials.

Brands are looking to improve consumers' state of mind. Illustration: Sam Island

Can a brand help improve a consumer's state of mind or even dare to make them happier? That's what marketing for brands like Coca-Cola, McDonald's and Dove is attempting in 2015. These big brand marketers are using various campaigns to make the world a kinder, happier place—whether that's combating hate online or making consumers smile with a new love-inspired currency. Though the brands' motives aren't entirely altruistic, the overall happiness goal will help position these brands for better engagement with the much sought-after millennial segment.

According to a recent study by ZenithOptimedia, The Pursuit of Happiness, brands that can help millennials achieve happiness stand the best chance of securing long-lasting and profitable relationships with that consumer group.

Read article : http://www.adweek.com/news/advertising-branding/brands-2015-shaping-be-year-positivity-163186

Posted on 26 October 2015 in 3 - Marketing 2.0 | Permalink | Comments (0)

16 September 2015

[2015 GUIDE] Marketing Trends You Cannot Miss

[2015 GUIDE] Marketing Trends You Cannot Miss from Twenty20 Inc.

Posted on 16 September 2015 in 3 - Marketing 2.0 | Permalink | Comments (0)

24 May 2015

What's Mine Is Yours The Rise of Collaborative Consumption by Rachel Botsman, Roo Rogers

About the Book

“Amidst a thousand tirades against the excesses and waste of consumer society, What’s Mine Is Yours offers us something genuinely new and invigorating: a way out.” —Steven Johnson, author of The Invention of Air and The Ghost Map

A groundbreaking and original book, What’s Mine is Yours articulates for the first time the roots of "collaborative consumption," Rachel Botsman and Roo Roger's timely new coinage for the technology-based peer communities that are transforming the traditional landscape of business, consumerism, and the way we live. Readers captivated by Chris Anderson’s The Long Tail, Van Jones’ The Green Collar Economy or Malcolm Gladwell’s The Tipping Point will be wowed by this landmark contribution to the evolving ecology of commerce and sustainability.

“Part cultural critique and part practical guide to the fledgling collaborative consumption market, the book provides a wealth of information for consumers looking to redefine their relationships with both the things they use and the communities they live in.” — —Publishers Weekly

“Collaborative consumption is an ideal signalling device for an economy based on electronic brands and ever-changing fashions.” — —The Economist

“This is an inspiring book about innovating entrepreneurs in an economy where people are seeking ways to connect with each other- through business.” — —Delta Sky

“The latest buzzword and trend is defining how we do business in the new millennium” — —Vogue Australia

“[T]he authors have laid out the social and economic logic for collaborative consumption with such religious fervour and zeal that one can’t help but become converted to this new world order.” — —Edwards Magazine Bookclub

“The authors give hundreds of examples of how people are finding new ways to share and exchange value…[T]he book is packed with some pretty interesting statistics…If you’re unaware of what’s happening in the peer-to-peer exchange space, this book will quickly bring you up to speed.” — —Emergent by Design

“What can the next wave of collaborative marketplaces look like? Botsman and Rogers answer this question in a highly readable and persuasive way. Anyone interested in the business opportunities and social power of collaboration should consider reading this book.” — —Tony Hsieh, author of Delivering Happiness and CEO of Zappos.com, Inc.

“People are normally trustworthy and generous, and the Internet brings the good out far more than the bad. We’re seeing an explosion of modest businesses where people help each other out via the Net, and What’s Mine is Yours tells you what’s going on, and inspires more of the same.” — —Craig Newmark, founder of craigslist

“Rachel Botsman and Roo Rogers have offered a convincing, charming and in every sense collaborative account of how the new networks that have disrupted our lives are also likely to alter them, and entirely for our good.” — —Adam Gopnik, author of Paris to the Moon and Through the Children's Gate

“Amidst a thousand tirades against the excesses and waste of consumer society, What’s Mine Is Yours offers us something genuinely new and invigorating: a way out. Anyone interested in the emerging economics and culture of collaboration will want to read this profoundly hopeful book.” — —Steven Johnson, author of The Invention of Air and The Ghost Map

“[F]ull of impressive examples of entrepreneurs establishing new markets. Ultimately, the authors’ optimism is infectious.” — —The Australian

Posted on 24 May 2015 in 3 - Marketing 2.0 | Permalink | Comments (0) | TrackBack (0)

Never Mind the Sharing Economy: Here’s Platform Capitalism

1. A Backlash Against Sharing?
Lately, the so-called “sharing economy” has been all over the news. Under flashy headlines such as “Sharing is the New Owning” it is heralded as the solution to the current financial crisis, the path toward a more sustainable economy or even the harbinger of a post-capitalist society. And while the “sharing economy” is supposed to be all these wonderful things at once, it also generates such disruptive and fantastically profitable businesses like AirBnB, Uber or TaskRabbit. No wonder then, that policy makers are getting increasingly excited about this ‘force for good’. Just a few weeks ago, the British government announced its intention to “make the UK the global centre for the sharing economy.” As Business and Enterprise minister Matthew Hancock rejoiced: “By backing the sharing economy… we’re making sure that Britain is at the forefront of progress and by future proofing our economy we’re helping to protect the next generation.”

Yet, while policy makers and their advisers can hardly contain their enthusiasm, over the course of the last few months there has been a veritable surge of critical comments on the “sharing economy.” Mainstream media as well as the blogosphere are brimming with furious articles, warning us to not buy into the “sharing hype” or even attacking the supposed “sharing lie.” The American business magazine Forbes even talks about a “backlash against the sharing economy.”

After years of almost unequivocal enthusiasm for the innovative wonders of the “sharing economy,” a real debate finally seems to be emerging. In this short essay, I am going to follow this debate while trying to find an answer to the question of what the “sharing economy” in fact is.

2. To Share or Not to Share
Not unlike other contemporary policy fashions such as the creative industries or social innovation, the “sharing economy” throws together a variety of diverse and often unrelated phenomena; from massively funded technology start-ups like Uber and AirBnB to fair trade cooperatives, borrowing shops and hippie communes. It would be wrong, however, to understand this confusion as a result of the intellectual incompetence on the side of trend watchers and innovation consultants. While it is true that the growing army of these professional would-be clairvoyants depends on the regular construction of the “next big thing” for their own economic survival – the vaguer, the better – the confusion that comes with the “sharing economy” is the intended result of a smart marketing strategy. But I am getting ahead of myself…

The first thing we need to understand about the “sharing economy” is that it has absolutely nothing to do with sharing in the sense you and I might think about it. The essence of sharing – if it has any meaning at all – is of course that it does not involve the exchange of money. Sharing only happens in the absence of market transactions. With regard to the poster boys and girls of the “sharing economy,” the very opposite is the case. These are digital platforms that roughly do two things: either making the old practice of re- and multi-using durable goods more efficient or expanding market exchange into economically uncharted territory of society.

If we look at internet marketplaces such as Ebay, Etsy and their many variations, it is clear that what they offer are digitally modernized versions of the good old second hand shop. What’s new about them is that thanks to the internet, the supply of used goods (and in the case of Etsy, also handicraft) finds its demand much more effectively and efficiently than ever before. There can be no doubt that his leads to a more efficient (re-)use of durable goods, thus contributing to a more sustainable allocation of resources. The same applies to rentals, particularly cars or bikes but also to lots of other goods. Thanks to the internet and mobile digital technology, the centralized stockpiling of goods to be rented has become unnecessary which, again, saves resources. Their dispersion is not a problem any more but often rather adds to the convenience of the rental process – think of a car that you can pick up around the corner rather than having to travel to the nearest agent. However, none of this has anything to do with sharing! Matthew Yglesias, writing for the US business blog Slate.com, illustrates this fact as follows:

“My neighbor and I share a snow shovel because we share some stairs that need to be shovelled when it snows and we share responsibility for doing the work. If I owned the stairs and charged him a small fee every time he walked in or out of the house, that would be the opposite of sharing.”

This might sound trivial but given the confused usage of the notion of sharing, it seems appropriate to remind ourselves that helping each other out by sharing our resources is one thing while commodifying these resources by charging a fee for their use is quite another. And this gets us to the more innovative dimension of the “sharing economy.” Today, the “sharing economy” entails much more than just digital updates of second-hand exchange and rentals. What companies like Uber, AirBnB, TaskRabbit or Postmates have in common is that they are platforms coordinating supply and demand of products and services that in their present form were previously unavailable on the market. Uber is a platform where people looking for a cab quickly find their non-, semi-, and real professional taxi driver. AirBnB allows people to sublet their houses, TaskRabbit connects supply and demand for chores, Postmates for deliveries, Instacart for grocery shopping. While it might be convenient to make use of these services, they have absolutely nothing to do with sharing. They stand for a digitally enabled expansion of the market economy, which, again, is the opposite of sharing. If someone does my shopping or drops me at the airport in exchange for a financial fee, how is this sharing? This situation doesn’t change if instead of money, one receives credits to be used at the issuing platform (a mistake that for the last few years has led to a rather annoying hype around “alternative currencies” based on the belief that the ‘evils’ of capitalism could be cured by replacing real money by a less efficient substitute).

3. Enter Platform Capitalism
In an attempt to overcome this confusion, Sascha Lobo, a German technology blogger for Der Spiegel, has recently suggested to drop the obscure notion of “sharing” altogether. “What is called sharing economy,” he argues, “is merely one aspect of a more general development, i.e., a new quality of the the digital economy: platform capitalism.” As Lobo emphasizes, platforms like Uber and AirBnB are more than just internet marketplaces. While marketplaces connect supply and demand between customers and companies, digital platforms connect customers to whatever. The platform is a generic ‘ecosystem’ able to link potential customers to anything and anyone, from private individuals to multinational corporations. Everyone can become a supplier for all sorts of products and services at the click of a button. This is the real innovation that companies of the platform capitalism variety have introduced. Again, this is miles away from sharing but instead represents an interesting mutation of the economic system due to the application of digital technology.

It should be clear that understanding the “sharing economy” in terms of platform capitalism is by no means a matter of linguistic nitpicking. Calling this crucial development by its proper name is an important step towards a more sober assessment of the claims made by the proponents of “sharing.” Take, for instance, the notion that everyone benefits from the disruptive force of the “sharing economy” because it cuts out the middleman. Sharing models, the argument goes, facilitate a more direct exchange between economic agents, thus eliminating the inefficient middle layers and making market exchange simpler and fairer. While it is absolutely true that internet marketplaces and digital platforms can reduce transaction costs, the claim that they cut out the middleman is pure fantasy. As one blogger puts it: “Sure, many of the old middlemen and retailers disappear but only to be replaced by much more powerful gatekeepers.”

In fact, the argument is quite an obscene one, particularly if it is made by the stakeholders of platform capitalism themselves. As globally operating digital platforms, these companies have the unique ability to cut across many regional markets and reconfigure traditionally specific markets for goods and services as generic customer-to-whatever ‘ecosystems’. It seems fairly obvious that the entire purpose of the platform business model is to reach a monopoly position, as this enables the respective platform to set and control the (considerably lower) standards upon which someone (preferably anyone) could become a supplier in the respective market. Instead of cutting out the middleman, digital platforms have the inherent tendency to become veritable Über-middlemen, i.e., monopolies with an unprecedented control over the markets they themselves create. In fact, calling these customer-to-whatever ecosystems “markets” often turns out to be a bit of a joke. For the clients of Uber & Co., price is not the result of the free play of supply and demand but of specific algorithms supposedly simulating the market mechanism. The effect of such algorithmic tampering with the market is demonstrated for instance by Uber’s surge pricing during periods of peak demand. It is not very difficult to see where this might be leading. Taking a cab to the hospital in, say, New York City during a snow storm might become unaffordable for some under conditions of mature platform capitalism. For those who believe this to be overly pessimistic and a bit of an exaggeration, just ask your local taxi driver what percentage of her work is already coming from one of the digital platforms.

4. Disruption and Regulation
This is not meant as an excuse to engage in the increasingly popular pastime of algorithm bashing. There is neither an algorithmic conspiracy here, nor are these companies selling out the ‘true spirit of the sharing economy’. They simply follow the logic of platform capitalism which at the moment is the logic of a digital gold rush, unhampered by any kind of government regulation. In a way, what we are seeing here is social innovation in its purest form, i.e., the creation of something that from a business perspective is even better than the so-called “blue ocean” (a competition-free market). And it is causing the famous disruption – so much so that cities like Amsterdam are raising the white flag as entire streets are turning into exclusive AirBnB zones. It should be clear that this doesn’t help an already overstrained housing market, let alone the local population’s quality of life. While taxi drivers’ protests against Uber and Lyft have been be laughed away as collateral innovation damage, the transformation of our cities into tax-free, urban versions of “Center Parcs” might be more difficult to stomach.

At the moment, platform capitalism is allowed to run wild because it is simply running too fast for politicians and regulators. Nothing expresses the political impotence in the face of this new kind of digital capitalism better than the painfully ignorant techno-gibberish frequently emitted by Neelie Kroes, outgoing EU-Commissioner for Digital Development. There are, however, also signs of a turning tide such as the recent exchange between Goolge’s Eric Schmidt and the German Minister of Economic Affairs, Sigmar Gabriel in which the latter responded to the former’s assertion that “all we do is follow the law” by saying: “I understand this as a request for regulation.” The question is, of course, whether this will to regulate is going to persist against the enormous lobbying power of platform capitalism.

Regulation is important not only in order to prevent monopolies, fund the state and keep our cities liveable for their actual inhabitants but also to insure fair treatment of those we haven’t considered yet: the suppliers and vendors who sell their products and services on the digital platforms. If we are to believe the proponents of the “sharing economy,” then the opportunities are pretty amazing. As Brian Chesky, CEO and co-founder of Airbnb, puts it in Wall Street Journal:

“I want to live in a world where people can become entrepreneurs or micro-entrepreneurs and if we can lower the friction and inspire them to do that, especially in an economy like today, this is the promise of the sharing economy.”

According to Chesky, digital platforms are simply a reflection of our contemporary entrepreneurial lifestyle and anyway, they provide people with an extra opportunity for income in these times of economic crisis. Similarly, New York Magazine sees the “sharing economy” as an answer to our current economic predicament as well but is slightly less euphoric as to the potency of the sharing antidote:

“Tools that help people trust in the kindness of strangers might be the thing pushing hesitant sharing-economy participants over the threshold to adoption. But what’s getting them to the threshold in the first place is a damaged economy, and harmful public policy that has forced millions of people to look to odd jobs for sustenance.”

So which one is it then: inspired micro-entrepreneurs or odd jobs for sustenance?

5. Revolutionizing the World’s Labour Force
At the moment, it is still difficult to reach a fair conclusion on this question as the reports from the field are only starting to come in. Their is a fairly clear tendency though. Business magazine Fast Company, a publication known for its enthusiasm for everything innovative and digital, sent one of its writers for one month into the “sharing economy” to test the waters of entrepreneurial inspiration. The conclusion of her very interesting and extensive report is rather devastating:

“For one month, I became the “micro-entrepreneur” touted by companies like TaskRabbit, Postmates, and Airbnb. Instead of the labor revolution I had been promised, all I found was hard work, low pay, and a system that puts workers at a disadvantage.”

In fact, Sarah Kessler (that’s the name of the writer turned sharing Guinea pig) never made enough to get by at all despite being young, flexible and urban, i.e., part of the social cohort that is supposed to fare particularly well in the “sharing economy.” Similar concerns have been raised by the New York Times’ rather comprehensive journalistic analysis of the phenomenon. Yes, there is freedom to be found in platform capitalism but it is the precarious freedom of what the newspaper calls the “gig economy:”

“Many gigs may seem to offer decent pay. But they may not look that great after factoring in the time spent, expenses, insurance costs and taxes on self-employment earnings. ‘If you did the calculations, many of these people would be earning less than minimum wage,’ says Dean Baker, an economist who is the co-director of the Center for Economic and Policy Research in Washington. ‘You are getting people to self-exploit in ways we have regulations in place to prevent.’”

If one adds protesting Uber drivers and the fact that on top of miserable pay and lack of safety net one also misses the the social (!) aspect of sharing one’s work experience with coworkers, there isn’t really much awesomeness left for the sharing micro-entrepreneur. TaskRabbit’s CEO Leah Busque once said that the goal of her company was to “revolutionize the world’s labor force.” Unfortunately, it looks as though Mrs. Busque and her investors could accomplish what they set out to do. One might not agree with CUNY Professor Stanley Aronowitz, who refers to the ‘gigs’ offered the by “sharing economy” as “wage slavery in which all the cards are held, mediated by technology, by the employer, whether it is the intermediary company or the customer.” What does become increasingly obvious, though, is that platform capitalism is mounting an attack on the achievements of the labour movement – which for very good reasons we consider to be a pillar of modern, democratic civilization – and a very effective one at that. And here again, it is not that the “sharing economy” has gone off the the rails, it is simply the logic of platform capitalism. As Sacha Lobo puts it succinctly:

“By controlling their ecosystems, platforms create a stage on which every economic transaction can be turned into an auction. Nothing minimizes cost better than an auction – including the cost of labour. That’s why labour is the crucial societal aspect of platform capitalism. It is exactly here that we will have to decide whether to harness the enormous advantages of platform capitalism and the sharing economy or to create a ‘dumping market’ where the exploited amateurs only have the function to push professional prices down.”

I agree. The basis for such a decision needs to be a proper understanding of the reality of platform capitalism. The anger we have seen over the last few months directed against the “sharing economy” has a lot to do with the utterly unsubstantial claims and stories that are constantly churned out by the marketing machine of platform capitalism. Take John Zimmer, co-founder of Lyft, who told Wired earlier this year that the sharing economy bestows on us the gift of a revived community spirit. Referring to his visit to the Oglala Sioux reservation, he writes: “Their sense of community, of connection to each other and to their land, made me feel more happy and alive than I’ve ever felt. We now have the opportunity to use technology to help us get there.” No question, the pompous impertinence of this comparison is truly breathtaking. And yet, neither is this kind of rhetorical gymnastics the exception in the sharing-scene nor does it come unmotivated. Noam Scheiber of the New Republic explains the rationale behind the obscenities of Zimmer (and his kind) with great lucidity:

“For-profit “sharing” represents by far the fastest-growing source of un- and under-regulated commercial activity in the country. Calling it the modern equivalent of an ancient tribal custom is a rather ingenious rationale for keeping it that way. After all, if you’re a regulator, it’s easy to crack down on the commercial use of improperly zoned and insured property. But what kind of knuckle-dragger would crack down on making friends?”

6. The Sharing Economy: A Dumb Term that Deserves to Die!
The truth of the matter, though, as Nathan Schneider writes on Al-Jazeera America, is that “the sharing sector of the conventional economy built on venture capital and exploited labor is a multibillion dollar business, while the idea of a real sharing economy based on cooperatives, worker solidarity and democratic governance remains too much of an afterthought. If the sharing movement really wants to disrupt economic injustice, these should be its first priorities.”

I hope that it has become clear over the course of this little essay that it is in no way the intention of the “sharing economy” to “disrupt economic injustice.” The “sharing economy” does not exist. Or, in the words of the business writer Matthew Yglesias: “This is a dumb term, and it deserves to die.” One of the reasons why it doesn’t is that Silicon Valley’s powerful marketing machine that drives platform capitalism is beautifully adjusted to a global network of willing volunteers; from the one size fits all TED format to more thematically specific publications and conferences. Even well-meaning activist networks such as Shareable or the P2P-Foundation play a rather questionable role in keeping the myth of the “sharing-economy” alive.

This is not to say that there are no great initiatives and indeed businesses that are trying to use the power of digital technology or simply their imagination to practice forms of exchange that could actually be called sharing. They do exist and it is wonderful that they do. However, their value in the “sharing economy” as it is currently staged by the stakeholders of platform capitalism is that of providing an illegitimate ethical charge, a fig leave for an alarming mutation of our economy. I think they deserve better! Yet, in order to even have a chance at turning this development into something that might be legitimately called “sharing economy,” we need to be absolutely clear about the fact that platform capitalism does not even remotely resemble it.

source : http://networkcultures.org/mycreativity/2014/10/16/never-mind-the-sharing-economy-heres-platform-capitalism/

Posted on 24 May 2015 in 3 - Marketing 2.0 | Permalink | Comments (0) | TrackBack (0)

sharing economy : Uber isn’t sharing

Francesca Pick

on 12 May 2015

View the original article on the King’s Review

By Julia Dreher and Francesca Pick

Today’s most known representatives of the sharing economy discussed in global media are online platforms built on top of venture capital backed, hierarchically structured organizations. Francesca Pick and Julia Dreher argue that there is a fundamental misunderstanding today in the discussion of the subject: the sharing economy is built on rhizomatic network structures holding the potential for deeper societal transformation.

It’s been a long night, you’re at a pub, and you want nothing more than to get home quickly. Finding a cab this late at night in London is nearly impossible, but luckily you have the Uber app on your phone and can order a car right to the pub’s doorstep without leaving the comfort of your seat. You quickly choose between Uber Black or Uber X (the cheaper version of the Uber black car service that runs with “drivers like you and me”), tap the “request car” button, and you’re ready to go. Two minutes later a black Renault driven by a young man in his 30s pulls up. You will not even have to talk with him to pay the bill because the app takes care of that for you.

Uber, the on-demand taxi app, has been a hot topic in the media over the past months. From the regulatory issues and bans the company has recently faced in various European cities to growing criticisms of its aggressive expansion strategies and sales tactics, to protests being staged by its drivers, Uber is capturing the public’s attention. Interestingly, The Guardian, Time, Salon, der Spiegel and many other prominent media sources participating in the discussion surrounding Uber have been describing the company as one of the key representatives of the so-called “sharing economy.” This is an unfortunate misnomer.

The sharing economy is a relatively recent phenomenon that experts and academics are still trying to articulate. The term is intended to capture new, more collaborative forms of creation, production, distribution, trade and consumption of goods and services that are being enabled by new technological platforms. By focusing on Uber as the representative of “the sharing economy,” we risk confusing the public’s understanding of the sharing economy and overlooking many revolutionary enterprises that better exemplify an ethos of actual sharing.

Let’s start with the basics: one of the underlying tenets of the sharing economy is that technology should enable us to use our resources more efficiently by replacing the ownership of goods with access. As Rachel Botsman describes in her 2010 book What’s mine is yours, new apps and online platforms can unlock the “idling capacity” of houses, cars and utilities by matching people’s haves with other people’s wants. Such technologies, she argues, will help reduce overall consumption and represent an important step towards more sustainable lifestyles.

Ride-sharing is a good example of a ‘true’ sharing economy: people driving from A to B can harness the “idling capacity” of their cars by filling their seats and splitting the cost of gas with travellers going to the same destination. Uber and its competitors such as Lyft or Wundercar are particularly fond of describing themselves as real-time or on-demand ride-sharing apps. According to Wundercar’s website, the app helps you to “spontaneously find someone to give you a lift.” Likewise, Lyft drivers are described as “your friend with a car”.

Referring to these apps as “ride-sharing” services, however, is deceiving. Their drivers don’t happen to be riding through town and spontaneously decide to give somebody a ride. They are semi-professional or private individuals looking to top up their paychecks, working as informal taxi drivers. Since they are on the road because of the app, we cannot speak of “idling capacity” here. Nothing is actually being shared. For this reason, the French government recently issued Uber a €100 000 fine for mis-labeling themselves a “car-sharing” service when in fact they are a private transportation company.

But the absence of any real sense of sharing runs deeper. As a brand, Uber promotes a lifestyle that is hardly egalitarian, communitarian or conservationist: their website features images of young, well-dressed, successful-looking people that invoke an air of luxury, materialism and elitism. What’s more, recent stories in the media document Uber’s “workers’” lack of rights and the company’s unscrupulous sales tactics. At the end of the day, Uber, for all its hype, is hardly a departure from the individualism and precariousness of other capitalist enterprises.

There is no doubt that Uber is disrupting an industry that is dominated by cartels and local monopolies. Nor is there any question that it is offering an impeccable service for which there is a large market. In this, Uber at least opens the door to begin imagining a different configuration of urban transportation services. But Uber is still perfectly in line with our current economic system. This is both its strength and weakness. The fact that it is only marginally different from that which already exists makes it much easier for it to be adopted by the mainstream. But this robs it of any ability to remedy the economic, social and environmental problems that our current system faces. As recent criticisms have pointed out, Uber is in fact exacerbating many of those same problems.

So if companies like Uber provide a misleading and negative image of “the sharing economy,” what might the true sharing economy look like?

The real sharing

Platforms like Uber are built on top of venture-capital-backed, hierarchically structured organizations. These platforms may enable people to share their resources, skills, and time, as well as to finance and produce their goods in mildly more collaborative ways. However, at the end of the day, they facilitate little more than a transactional form of “sharing” not much different than that of conventional capitalist exchange. While the pretense of “sharing” colors the front end of the services they offer, rarely does an ethos of collaboration permeate their actual organizational structure.

Uber is a classical Weberian hierarchy, based on a vertical, linear understanding of superiority and subordination.^[1] The higher one climbs up the ladder, the more influence and power one gains. At the bottom of the company are the drivers who lack employment protection, have no official wage, and no say over their rights. Above the drivers are the founders and management who set the rules and aims of the organization and impose their decisions on the drivers. Above them are the shareholders who provide capital for the organization and force it to maximize the values of the shares through increased profits.^[2] With profit-maximisation as their ultimate, operative logic, companies like Uber, Lyft, and many others claiming to be a part of the sharing economy invariably favor efficiency over social impact, output over outcome.^[3] Such organizations put more emphasis on the question of “how” they can produce something (i.e. to maximize profit) instead of “what” they are producing (i.e. the quality of their product and its social and environmental impact).

Instead of transforming only the “front end” of the transactions and services that they offer, companies can implement the principles of sharing and collaboration in the “back end” of their enterprises. They can structure themselves in ways that distributes power and profit in less-hierarchical ways. Companies that are fully collaborative—that is, organizations that are collaborative at both front and back ends—better exemplify the ‘true’ sharing economy. Such companies are characterized by a heterarchical organizational structure.

“Heterarchy” has long been used to describe non-hierarchical or networked forms of organisation marked by flexible, horizontal structures that create greater opportunities for cooperation among actors within them. It fosters the emergence of diverse social relations. Different actors can communicate on the same level in such a way that enables anyone to take on greater or lesser responsibility according to their differing degrees of motivation, expertise, etc. The creation of such horizontal, flexible cross-connections leads to the recombination and creation of knowledge and often results in increased innovation and increased resilience. Unlike hierarchies, where encounters are foreseeable due to rigid and defined structures, heterarchies enable the emergence of and are able to cope with complexity and contingent, non-planned events.

The term heterarchy was first coined by Warren McCulloch in 1945 as a way to describe the general modeling of networks in relation to his work on central nervous systems and cybernetics. Heterarchies promote the emergence of rhizomatic structures as described by the French philosophers Gilles Deleuze and Felix Guatarri. In a rhizomatic network structure, a higher number of diverse relations are enabled through the possibility of complex interconnections that go beyond the hierarchical modalities of superiority and subordination. “The rhizome is a system of shortcuts and detours and is a place for ‘unforeseen encounters’. Within the rhizome, linear causality is replaced by a chain of contingencies.”

Neal Gorenflo, founder of Shareable, the non-profit news hub on the sharing economy, points to the fact that heterarchical organizations encourage and embrace a kind of sharing that is transformational rather than the merely transactional. For Gorenflo, such heterarchical organizations need not neglect considerations of output and efficiency, but in the process they prioritize distributing power relations and creating social impact.

A particularly good example of a heterarchical organization is OuiShare. OuiShare is an international community, a think-and-do-tank whose mission is to build and nurture a collaborative society. OuiShare’s main activities are community building, incubating projects and offering support to individuals and organizations through professional services and education. Examples of OuiShare projects include OuiShare Fest, a 3-day festival about the Collaborative Economy; POC21, a 5 week accelerator program for the development of open source, sustainable products; and Sharitories, a tool kit for cities and regions wishing to implement collaborative programs such as bike and car-sharing schemes.

The OuiShare community has a core team that consists of a several dozen people who run the organization on a daily basis, but the whole network is comprised of over 1000 volunteer ‘members’ whose participation within OuiShare is based mainly on their own ostensibly altruistic motives. The most important group of highly engaged members are called ‘Connectors’; they serve as highly active nodes in the network who animate and coordinate local communities and projects. As a “do-cracy”, OuiShare allows anyone with a strong interest and high motivation to take on greater responsibility and participate in decision-making processes or lead projects. Positions with high responsibilities are not static but change over time. This flexible structure enables OuiShare to open up a wider range of possibilities for participation within the network. Control and decision making processes are dealt with in a collaborative way, enabling the strengthening and building of a commons and social capital, fostering communities, relationships and developing resilience.

Some critics have argued that the sharing economy can only ever be parasitic to capitalism because those who do not already have private property to share are by default excluded from it.^[4] Such arguments are premised on a narrow understanding of “sharing” limited to the direct exchange of goods or services of equal value. Platforms like Couchsurfing call into question such criticisms and allow us to think about sharing in a broader sense. Couchsurfing is the perfect example of a rhizomatic structure that allows users to move beyond a traditional, transactional mode of sharing. On Couchsurfing you can “surf” a couch even if you don’t have one to offer. If you can’t host, you might still offer your time to show someone around who is visiting your town. Collaboration is based on a much broader sense of exchange, tied more to notions of redistribution. Those who can offer something, offer it. Those who are in need can accept that offer but that doesn’t mean that they are obliged to give back something of the same value to the same person. Collaboration is distributed across the network and follows a rather circular logic. If you don’t have the same goods to offer back, you might offer something else to someone else. Eventually what goes around comes around and everyone is satisfied. This circular logic is essential to rhizomatic structures. Deleuze and Guatarri describe the network as a system of shortcuts and detours, which is what we can observe with Couchsurfing: rather than a “straight and direct” exchange of goods of the same value, we can see horizontal interactions between different participants of the network.

Numerous other examples of heterarchical organizations abound. CoWheels Car Club is a car sharing platform in the UK that runs as a not-for-profit social enterprise, where all surplus generated is reinvested back into the organisation to help fulfill its social mission of reducing car ownership and its negative effects on the environment. An example that takes collaboration one step further is Loconomics, a local peer-to-peer service marketplace from San Francisco, which is cooperatively owned by the freelancers who provide the services on the platform. A similar model is implemented by Guerrilla Translation, a P2P translation collective and cooperative from Spain that offers the same services as a translation agency.

Fairmondo, a German startup, offers a slightly different approach to participating in “the sharing economy”. Fairmondo is an Amazon-like online marketplace, owned and governed by its users, who are also its shareholders. An even more extreme example of such a distributed marketplace is the decentralized transportation system known as La Zooz. La Zooz eliminates ownership of the platform altogether by using an algorithm that runs by itself on the servers of each individual participant of the network. By running on the “Blockchain” (the technology underlying Bitcoin), La Zooz is able to operate as a decentralized, autonomous organization.

***

Many of the best-known platforms currently associated with the sharing economy, such as Uber, are only transforming one part of the equation. In so doing, they perpetuate centralized, hierarchical, capitalist systems that stymie any kind of fundamental societal transformation. It’s true that such marketplaces have been crucial for opening doors and spreading the concept of the sharing economy to the mainstream. But collaboration can mean a lot more than simply offering a platform for transactional sharing. As companies like Uber come under increasing fire from the media, we may be tempted to write off the concept of the “sharing economy” altogether. Here though, it is important to look to the countless projects that truly exemplify an ethos of sharing and collaboration to be reminded of the exciting potential of this movement.

When evaluating platforms claiming to be a part of the “sharing economy”, it is important to look at why they were set up, how they are organized, and who they are intended to benefit. Those that implement a logic of collaboration, sharing and distributed power at each of these levels, stand to offer a compelling vehicle for change and force us to take seriously the transformational power of the ‘true’ sharing economy.

^[1]For Max Weber’s theory of bureaucracy and hierarchy, see his ground-breaking work “Economy and Society” (1922)

^[2]For a more in depth analysis of Uber’s organizational structure, see Janelle Orsi

^[3]For a deeper understanding of the difference between output and outcome of organizations see Patrice Duran’s “Légitimité, droit et action publique”

^[4]See for example Der Spiegel’s “Kalifornischer Kapitalismus” or Sebastian Olma’s “Never Mind the Sharing Economy: Here’s Platform Capitalism”

Posted on 24 May 2015 in 3 - Marketing 2.0 | Permalink | Comments (0) | TrackBack (0)

05 April 2015

At least a dozen posts by users purporting to be live-streaming “Furious 7″ on Periscope, and at least one Meerkat user doing the same.

Theatergoers are already using Twitter’s Periscope and Meerkat live-streaming video apps, which have launched in the past few weeks, to broadcast movies directly from cinemas — including this weekend’s blockbuster, “Furious 7.”

However, studios apparently aren’t overly concerned that box office will be hurt by the shaky, handheld live streams on Periscope and Meerkat, which may include only a few minutes of a film anyway. Other forms of piracy, including in-theater camcorders who try to sell copies of films and peer-to-peer downloaders, are a much more serious concern.

A search on Twitter revealed at least a dozen posts by users purporting to be live-streaming “Furious 7″ on Periscope, and at least one Meerkat user doing the same. Yes, that’s a drop in the bucket for the pic, which is on track to clear $150 million in its opening frame, but it’s still early days for the apps, which have become quickly popular among the technorati.

“We haven’t encountered any issues with (Periscope or Meerkat) yet,” said Patrick Corcoran, National Association of Theatre Owners VP and chief communications officer. But, he added, theaters generally do not allow patrons to use devices capable of recording video to be used in auditoriums: “The same would be true of devices that live-stream.”

read the article : http://variety.com/2015/digital/news/twitter-periscope-meerkat-movie-theater-livestream-furious-7-1201466367/

Posted on 05 April 2015 in 3 - Marketing 2.0 | Permalink | Comments (0) | TrackBack (0)

28 March 2015

HUG is an interactive app that sends hugs to loved ones from a distance.

Whether you’re a romantic away from your loved one for a semester overseas, or a grandparent with the little ones on an opposite coast, long-distance relationships just got easier. Brothers and former Google employees Petter and Kaspar Prinz noticed that the most written “word” via text and chat in 2014 was not a word, but the emoji of a heart.

HUG turns that emoji into a more tangible experience with the help of your phone. By placing your phone next to you, the phone’s proximity sensor picks up the length of the ‘hug’ and sends it a recipient’s phone as a vibration of equal length.

The longer you leave the phone next to your heart, the longer the vibrating ‘hug’ lasts. It doesn’t make your phone sprout arms to wrap around your friend or loved one, but it’s a long-distance connection beyond words on a screen.

read the article here : http://www.psfk.com/2015/03/remote-hug-app-peter-kaspar-prinz-google.html?

Posted on 28 March 2015 in 3 - Marketing 2.0 | Permalink | Comments (1) | TrackBack (0)

25 December 2013

Edelman Study Finds Social Platforms Expand Entertainment on Global Scale

2013 Edelman Global Entertainment Survey from Edelman Insights

Nearly two-thirds of respondents in the 2013 "Edelman Global Entertainment Study"[1] agree that watching and sharing entertainment online has increased their sense of global connection. The findings also highlight behavioral similarities and differences around entertainment consumption, social media interactions, overall engagement trends and distinctions between emerging and developed markets. Now in its seventh year, the study, co-commissioned with Matter, Inc., has expanded beyond the U.S. and U.K. to include Brazil, China, Germany, India, Korea and Turkey.

"This year's findings show that the need for shared entertainment experiences is truly global," said Gail Becker, chair, U.S. Western Region, Canada and Latin America, Edelman. "Now more than ever, entertainment is fuelled by mobile and multiscreen access. This concept of 'visual-tainment' breaks down barriers, which increases people's desire to share that content and experience with others – a trend that is particularly true in the emerging markets."

People want an immersive and interactive experience with entertainment

Around the world, people are eager for more ways to interact with their entertainment, with the emerging markets – Brazil, China, India, Turkey and Korea - leading the trend. Overall, seven-in-ten survey respondents (70 percent) enhance their entertainment experience by simultaneously using another device. Moreover, respondents in emerging markets were more inclined to access additional content about their entertainment, such as deleted scenes, actor bios and "making of" content (76 percent of respondents in emerging markets vs. 59 percent for the U.S., U.K. and Germany) and interact in real-time with what they are watching (75 percent of respondents in emerging markets vs. 47 percent in the U.S., U.K. and Germany).

"More than ever, people are seeking out immersive experiences through entertainment," said Jon Hargreaves, managing director, Technology, Edelman Europe. "Developing countries are leading the way in creating great content and building the infrastructure to provide people with access that allows them to interact whenever and wherever they want. The popularity of PSY's 'Gangnam Style' is a great example."

Online entertainment creates a global link

Online videos and social media have helped create a global connection, according to survey respondents. When asked if people felt more connected because of the content they have watched, two-thirds of respondents in all countries agreed that it did (67 percent agree). In the past year, respondents were also more open to watching online videos from far-flung places than they were a year ago (63 percent) and the majority of respondents in the emerging markets had watched or listened to entertainment in a language they do not speak (60 percent of respondents in emerging markets vs. 41 percent in the U.S., U.K. and Germany).

Entertainment is as powerful a social media driver as personal content

Edelman's sports, entertainment and experiential marketing unit, Matter, Inc., also looked into how people share entertainment and found that the majority of respondents are eager to share details about entertainment via their social networks. Globally, people who use social media are as likely to share information about entertainment as they are about their own personal lives or about their friends (76 percent share entertainment; 75 percent share about their own lives; 76 percent share about their friends). The trend is more pronounced in the emerging markets with more than 80 percent of respondents in those markets sharing comments, points of view and recommendations about entertainment.

People are also five times more likely to share a positive entertainment experience than a negative one (20 percent of people globally use social media to share "joy/satisfaction" vs. 4 percent who "warn others not to watch").

Also of note, brands are as influential as professional critics in driving entertainment spending: 56 percent of respondents say they consume entertainment based on recommendations from a brand or product they like, the same percentage as those who based it on a positive review from a professional critic.

"Traditional paid advertising is no longer enough for today's brands," said Andy Marks, managing director, Matter, Inc. "This data underscores what we increasingly see: brands that align with entertainment content, or create their own, connect and engage more deeply with fans. When you add social media sharing to the mix, you create powerful shared experiences that enable brands to leverage their audiences' passions at a meaningful scale."

TV still top entertainment device

In the majority of countries surveyed, television is still the device of choice for watching entertainment, but laptops and mobile are gaining ground. The U.S., U.K., India, Brazil and Germany mirrored each other, with television ranking as the most turned-to device for entertainment, followed by laptops at No. 2. In China and Korea, mobile phones were the No. 1 choice.

Additional study highlights include:

60 percent of people globally want to be able to watch content while simultaneously using a personal device to buy merchandise. India leads the trend with 80 percent of respondents wanting to engage in couch commerce.
Around the world, people rate "personal recommendations" as their top influencer of entertainment consumption (35 percent turn to a 'real life' friend or family member for recommendations).
In the U.S., the importance of being the first to enjoy new entertainment rose from previous years, with nearly half ranking it as a key spending driver (39 percent in 2013 vs. 17 percent in 2011).

About the Global Entertainment Study

Now in its seventh year, the annual Edelman Global Entertainment Study explores consumer attitudes towards the entertainment industry. It examines consumer perceptions and behaviors as they relate to consumption habits, purchase recommendations and sharing.

The Global Entertainment Study is commissioned by Edelman and Matter, Inc. and conducted by research firm Edelman Berland. The survey was conducted online April 1-12, 2013 among 18 to 54-year-old consumers in Brazil, China, India, Germany, Korea, Turkey, the U.K. and the U.S.. The sample comprised 6,500 respondents: 1,000 each in the U.S., U.K., India, Brazil and China; 500 each in Germany, Turkey, and Korea. Global data is weighted so that no one country is overrepresented. The margin of error for global data is plus or minus 1.2 percentage points in 95 out of 100 cases. The margin of error for individual countries with 1,000 interviews is 3.1 percentage points in 95 out of 100 cases. The margin of error for countries with 500 interviews is 4.4 percentage points in 95 out of 100 cases.

About Edelman
Edelman is the world's largest public relations firm, with 67 offices and more than 4,800 employees worldwide, as well as affiliates in more than 30 cities. Edelman was named Advertising Age's top-ranked PR firm of the decade in 2009 and one of its "A-List Agencies" in both 2010 and 2011; Adweek's "2011 PR Agency of the Year;" PRWeek's "2011 Large PR Agency of the Year;" and The Holmes Report's "2011 Global Agency of the Year" and its 2012 "Digital Agency of the Year." Edelman was named one of the "Best Places to Work" by Advertising Age in 2010 and 2012 and among Glassdoor's top ten "Best Places to Work" in 2011 and 2012. Edelman owns specialty firms Edelman Berland (research), Blue (advertising), BioScience Communications (medical communications), and agencies Edelman Significa (Brazil), and Pegasus (China). Visit http://www.edelman.com for more information.

About MATTER, Inc.
MATTER® is the sports, entertainment and experiential marketing unit of the Daniel J. Edelman family of companies serving clients globally who are looking for a unique, deep and sustained audience connection. MATTER's expertise across sponsorship, branded entertainment, brand experiences, communications and full-service creative helps forge powerful bonds between brands and audiences by harnessing people's passion for shared experiences. MATTER has more than 80 employees with offices in New York, Chicago, Los Angeles, and representatives in Austin, Portland, Seattle and Sao Paulo. For more information about MATTER, please visit www.MATTER-INC.com.

About Edelman Berland
Edelman Berland is a global, full-service market research firm that provides corporate, non-profit and government clients with strategic intelligence to make their communications and engagements with stakeholders the smartest they can be. The firm specializes in qualitative and quantitative research, measurement, tracking and analysis in reputation, branding and communications. Edelman Berland has more than 100 employees in offices around the world. For more information, please visit http://www.edelmanberland.com/. Edelman Berland: Intelligent Engagement.

Posted on 25 December 2013 in 3 - Marketing 2.0 | Permalink | Comments (0) | TrackBack (0)

24 April 2013

Viewers Stream to Netflix. Netflix as big as HBO thanks to sitcoms such as House of Cards ?

http://online.wsj.com/article/SB10001424127887323735604578439140120610354.html?mod=rss_media_marketing

Netflix Inc. NFLX +24.44% reported stronger-than-expected U.S. streaming-subscriber growth for the first quarter and said it is getting more selective about the content it acquires in an increasingly competitive TV-programming market.

Shares of Netflix soared 24% in after-hours trading. The company also reported a small profit compared with a loss a year earlier, as well as a strong reception for "House of Cards," its high-profile original series which debuted in the quarter.

Netflix now is nearly on par with Time Warner Inc.'s TWX +0.35% HBO premium cable channel in terms of paying customers. HBO had 28.7 million paid U.S. subscribers at the end of the year, according to SNL Kagan, while Netflix's paid streaming subscribers at the end of March totaled 27.91 million. The company ended the quarter with 29.2 million U.S. streaming video subscribers, including those with free promotions, beating Wall Street's expectations.

Profit for the quarter totaled $2.7 million, or five cents a share, compared with a loss of $4.6 million, or eight cents a share, in the year-earlier period. Revenue grew 18% to $1.02 billion. Operating profit margin in the U.S. streaming business widened to 20.6% from 19.2%.

Enlarge Image

Kevin Spacey starred in Netflix's 'House of CaIn after-hours trading on the Nasdaq, Netflix shares rose $42.73 to $217.10, its highest point since September 2011. The stock move suggests that investors are regaining confidence in the company after a pricing change in 2011 triggered a selloff that sent the stock from a high of nearly $300 to a low of $53.80 last September. The stock is up 88% year-to-date.

Netflix, which sells $7.99 monthly subscriptions, had negative free cash flow of $42 million in the quarter, a slight improvement over the fourth quarter, largely because of high content-acquisition costs. That situation underscores the problem of rising content costs.

Netflix has $5.7 billion in long-term content commitments. Helping fuel content costs is the company's plunge into original programming, highlighted by "House of Cards," a Washington political drama that debuted in February. Netflix will spend about $100 million on the show, including a second, yet-to-be-aired season. The company didn't disclose viewership statistics for the show, but in its quarterly letter to shareholders said the launch "provided a halo effect on our entire service."

Some analysts had said there was a risk that users could sign up for Netflix's free monthly trial, watch "House of Cards," and then cancel their services. But the company said fewer than 8,000 people engaged in that "free-trial gaming" out of the millions of free trials in the quarter.

It wasn't clear precisely how much credit "House of Cards" deserves for the brisk subscriber additions. "What we've seen with House of Cards is a nice impact but a gentle impact," Netflix Chief Executive Reed Hastings said on a conference call Monday evening.

In an interview later, Mr. Hastings said there wasn't an "overnight spike" in users from 'House of Cards' but rather a gradual impact. "It's a nice long-term tailwind," he said

Netflix hopes such original content will lure in subscribers and further differentiate it from competitors, including Amazon Inc. AMZN +2.03% and Hulu, as well as premium TV channels like HBO and Showtime. Another original series, supernatural thriller "Hemlock Grove," launched Friday. And a new season of cult comedy hit "Arrested Development" will be released next month.

Still, Amazon, in particular, has become more aggressive at licensing shows from Hollywood studios and in developing its own original series. Mr. Hastings told analysts that aggressive bidding for programming rights by Amazon and Hulu in the past year has driven up the cost of content licensing deals.

"That's made content providers happier and the prices higher than they would otherwise be," he said.

In its letter to shareholders, Netflix said it is getting more selective in the shows it licenses from studios. It will not renew a licensing deal that expires at the end of May for programming from Viacom Inc.'s VIAB -1.46% networks including Nickelodeon, MTV and BET. Netflix said the companies are in discussions about a new deal that could involve particular shows. A Viacom spokesman said, "We are in discussion with several parties, including Netflix, on distribution of our content."

A more selective licensing strategy could affect major entertainment companies, which in the past couple of years have enjoyed extra revenue provided by Netflix's licensing deals. But questions have also been raised about the impact on traditional TV ratings. Viacom, in particular, has seen ratings at its Nickelodeon channel fall since Nickelodeon shows began appearing on Netflix in 2011. Viacom, though, has played down the impact of Netflix, noting that TV ratings don't reflect viewing on tablets and other mobile devices. Viacom has also noted that Nickelodeon's ratings have begun to improve.

The international-streaming unit is a source of future growth but has been a drag on profitability, with $389 million in losses last year and another $77 million in the first quarter. That is an improvement over the $103 million loss in the year-earlier period. The company added one million international streaming users in the quarter, bringing its total to 7.1 million.

Netflix said it is improving profits or reducing losses in all international markets. It didn't launch any major new markets in the first quarter and has said it doesn't plan to until at least the second half of the year.

The DVD-by-mail business continued to shrink, losing 240,000 subscribers in the quarter to 7.98 million.

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Netflix raised $500 million in February through a bond offering. About $225 million of the proceeds went to refinance existing debt, with the rest going toward corporate purposes as the company expands.

Netflix also unveiled a new $11.99 per month plan in the U.S. that will allow users to simultaneously stream four videos. The company currently limits playing two video streams simultaneously. Netflix expects fewer than 1% of its subscribers to take it.

Posted on 24 April 2013 in 3 - Marketing 2.0 | Permalink | Comments (0) | TrackBack (0)

Contagious ideas is spotting trends. By Jeremy DUMONT, french strategic planner : interactive communications. Join PSST (opinion and trends) www.PSST.fr

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What's Mine Is Yours The Rise of Collaborative Consumption by Rachel Botsman, Roo Rogers

About the Book

Never Mind the Sharing Economy: Here’s Platform Capitalism

sharing economy : Uber isn’t sharing

The real sharing

05 April 2015

At least a dozen posts by users purporting to be live-streaming “Furious 7″ on Periscope, and at least one Meerkat user doing the same.

28 March 2015

HUG is an interactive app that sends hugs to loved ones from a distance.

25 December 2013

Edelman Study Finds Social Platforms Expand Entertainment on Global Scale

24 April 2013

Viewers Stream to Netflix. Netflix as big as HBO thanks to sitcoms such as House of Cards ?

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