20世紀行銷學思想演進與意涵

The Evolution and Implications of Marketing Thoughts in the 20(superscript th) Century

10.30163/BR.200712.0001

黃恆獎(Heng-Chiang Huang)；李冠志(Guann-Jyh Lee)

行銷科學哲學 ； 行銷典範 ； 行銷學派 ； philosophy of marketing science ； marketing paradigm ； marketing schools

文大商管學報

12卷2期（2007 / 12 / 01）

1 - 18

繁體中文

行銷學發展至20世紀，學者咸認最大疏失即缺乏對行銷科學哲學之評估，雖接受既有行銷學理，未細思檢證行銷學吸納其他學科之理論內容，致忽略行銷哲學思想遞變衍生之脈絡及其實存內容，無法辨明各學派思想本質之優劣與發展潛力。行銷科學哲學之研究亟應修正上述缺失，針對建構行銷學理論內容與應用，予以精細研析及論述，以提供研究所需之典範、語言及隱喻，使對各學說之評估可滿足語法論(syntax)、語意學(semantics)、語用論(pragmatics)之結構性與實存性要求，賦予行銷學更明確之研究主題與哲學意涵，朝發展人文主義(humanitarianism)價值及先進實務技術之目標前進；並運用總體性之系統論點，建立整合性之理論架構，以使行銷科學哲學之發展更富歷史導向基礎，提供更具應用價值之研究成果。

The core problem derived from researches on marketing theories in the 20th century is the lack of evaluation of the philosophy of science. Scholars usually accept the existing theories without considering carefully of the substantial content and the influx from other disciplines. So they are unable to understand the developing context of marketing theories, thoughts encouraged by various schools, and their evolutionary philosophical implication. A study of the philosophy of marketing science needs to cope with these difficulties and to demonstrate potentiality for future exploration. The evaluation of the theories could provide satisfactory answers for the structural demands of syntax, semantics and pragmatics. It also renders more definite research topics and more precise significance of the research. In addition, to highlight historicism and humanitarianism in the arguments and to develop advanced empirical practices are critical for systemic and integrated research.

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