1984 AMA Winter Educators’ Conference: Scientific Method in Marketing

1984 AMA Winter Educators’ Conference: Scientific Method in Marketing contains proceeding papers edited by Paul F. Anderson and Michael J. Ryan. The papers deal with metatheoretical issues such as approaches to marketing as science, marketing concepts, models and classification, as well as other issues. The papers review the contemporary marketing science and also question the philosophical underpinnings of the marketing research.