By Stephen Brown, David Carson, Jim Bell
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Extra info for Marketing Apocalypse: Eschatology, Escapology and the Illusion of the End (Routledge Advances in Management and Business Studies)
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In actual practice…many and probably most of the THE THREE ERAS SCHEMA 33 decisions in the field resemble the scientific method hardly any more closely that what is involved in reading a road map or a time table. (Hutchinson 1952:287–91) Notwithstanding Hutchinson’s heroic attempt to emasculate marketing’s seemingly insatiable ‘physics envy’, it is fair to say that by the early 1960s the battle had been decisively won by the scientific wannabes. In an era informed by the Ford and Carnegie Reports and the celebrated Two Cultures controversy, the establishment of the Marketing Science Institute in 1962, combined with the AMA’s stated aim of advancing the science of marketing and the publication of Buzzell’s (1963:32) famous paean to the scientific worldview (‘to be against science is as heretical as to be against motherhood’), ensured that no-one seriously questioned the appropriateness of marketing’s aspiration to scientific status.