One of the most persistent problems of marketing has been the question of what is meant by ‘marketing’. In the fifties and sixties discussion focused on the alleged scientific character of marketing. “Is marketing an art or a science?” was the principal question of the day [14], [5], [28]. This preoccupation with the procedures and the conceptual framework of marketing was followed by an eager interest in the contributions which clarification of marketing concepts could make to attaining the objectives of (...) marketing managers. Managerial marketing and management science in marketing are the results of this identification of marketing with the objectives of its managerial users [16], [25]. More recently the emphasis has switched from procedures, conceptual framework, and objectives to the problem of the proper boundaries of marketing [19], [23], [18]. (shrink)

This paper presents an analysis of the structure of contemporary sociological knowledge in terms of a theory of scientific discourse. The concept of 'discourse' is introduced as a theoretical refinement of the concept of 'paradigm' and is applied to the classes of knowledge claims of the natural and social sciences. It is concluded that general modes of scientific discourse are definable in terms of their vertical differentiation from everyday discourse, while particular modes of sociological discourse are additionally definable in terms (...) of their horizontal differentiation. A classification is then proposed which identifies three modes of sociological discourse: natural, technical and formal. (shrink)

Because of the many criticisms of the notion of a theory independent observation language, it is useful to look at a few actual examples of scientific data to see what theories might be implicit and in what way. There are several possibilities. The theories could be previously accepted, under active investigation, or of a kind that has never been systematically examined. The present study explores these possibilities in the data of several scientific journal articles. The conclusion is that theories and (...) regularities of all three kinds can be found as antecedent conditions of data statements. Any descriptive account of scientific inference must find room for such presuppositions. (shrink)

This paper argues that AI follows classical versions of epistemology in assuming that the identity of the knowing subject is not important. In other words this serves to `delete the subject''. This disguises an implicit hierarchy of knowers involved in the representation of knowledge in AI which privileges the perspective of those who design and build the systems over alternative perspectives. The privileged position reflects Western, professional masculinity. Alternative perspectives, denied a voice, belong to less powerful groups including women. Feminist (...) epistemology can be used to approach this from new directions, in particular, to show how women''s knowledge may be left out of consideration by AI''s focus on masculine subjects. The paper uncovers the tacitly assumed Western professional male subjects in two flagship AI systems, Cyc and Soar. (shrink)

Contrary to the Empiricist model of science, successful sufficiently fundamental theories not only fit and unify their data fields but also prescribe the general terms in which relevantly to describe observation; specify what is and is not observable; specify the conditions under which what is observable, is observable; specify the instrumental means and reliability by which what is measurable is measured; specify what is causally, statistically, and merely accidentally connected. Moreover, such theories typically require all or most of the entire (...) remainder of science to be properly applied in any given situation and theoreticians' models play a crucial role in such applications. (I call these respectively the internal and external globalnesses of theories.) A discussion of the consequences of these global features of theories for philosophy of science is offered in the context of specific examples and a structural model for science. (shrink)