Is Marketing a Science? Scientific Marketing

Seminar paper from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, University of València (Facultad de Economía), course: Global Marketing Strategies, language: English, abstract: When Frederick Taylor, the “father of scientific management” started to develop his management philosophy in the late nineteenth century, he was above all concerned about labor productivity in the manufacturing industry consideringexclusively the relationship between employer and employee. Even when he later admitted that in his theory he “overlook[ed] the third great party […] – the consumers” (Taylor 1911/1998: 72) he probably did not spend too much time thinking about marketing. This is just what came to my mind when I read the title of the article “Scientific marketing management and the emergence of the ethical marketing concept” published in 2011 in the Journal of Marketing Management by Mark Tadajewski and D.G. Brian Jones. But is marketing really a science? And, aside from that, why are wesuddenly talking about ethics? In Tadajewski and Jones’ article, which this paper is going to briefly summarize and comment on, we will find an answer on how to combine all three aspects - marketing, science, and ethics.