AMA Readings List

 

 

Section 1: PHILOSOPHY of SCIENCE/ THEORY/THEORY DEVELOPMENT

Anderson, P. (1983), “Marketing, Scientific Progress, and Scientific Method,” Journal of Marketing, 47 (Fall), 18-31.

 

Bagozzi, R. (1984), “A Prospectus for Theory Construction in Marketing,” Journal of Marketing, 48 (Winter), 11-29

 

Barwise, P. (1995), “Good Empirical Generalizations,” Marketing Science, 14, G29-G35.

 

Bass, F. and J. Wind (1995), “Introduction to the Special Issue:  Empirical Generalizations in Marketing,” Marketing Science, 14, G1-G5.

 

Deshpande, R. (1983), “‘Paradigms Lost’: On Theory and Method in Research in Marketing,” Journal of Marketing, 47 (Fall), 101-110.

 

Ehrenberg, A., (1995), “Empirical Generalisations, Theory, and Method,” Marketing Science, G20-G28.

 

Farley, J., D. Lehmann, and A, Sawyer (1995), “Empirical Marketing Generalization Using Meta-Analysis,” Marketing Science, 14, G36-G46.

 

Land, K. (1971), “Formal Theory,” in Sociological Methodology 1971, H. Costner, ed. (San Francisco, CA: Jossey-Bass).

 

Hunt, S. (1990), “Truth in Marketing Theory and Research,” Journal of Marketing, 54 (July), 1-15.

 

Hunt, S. (1992), “For Reason and Realism in Marketing,” Journal of Marketing, 56 (April), 89-102.

 

Hunt, S. (1993), “Objectivity in Marketing Theory and Research,” Journal of Marketing, 57 (April), 76-91.

 

Moorthy, K. (1993), “Theoretical Modeling in Marketing,” Journal of Marketing, 57 (April), 92-106.

 

Peter, J. (1992), “Realism or Relativism for Marketing Theory and Research: A Comment on Hunt’s ‘Scientific Realism’,” Journal of Marketing, 56 (April), 72-79.

 

Peter, J. and J. Olson (1983), “Is Science Marketing?” Journal of Marketing, 47 (Fall), 111-125.

 

Zinkhan, G. and R. Hirschheim (1992), “Truth in Marketing Theory and Research: An Alternative Perspective,” Journal of Marketing, 56 (April), 80-88.