When Frederick Taylor, the “father of scientific management” started to develop his management philosophy in the late nineteenth century, he was above all concerned about labor productivity in the manufacturing industry considering
exclusively the relationship between employer and employee. Even when he later admitted that in his theory he “overlook[ed] the third great party […] – the consumers” (Taylor 1911/1998: 72) he probably did not spend too much time thinking about marketing.
This is just what came to my mind when I read the title of the article “Scientific marketing management and the emergence of the ethical marketing concept” published in 2011 in the Journal of Marketing Management by Mark Tadajewski and D.G. Brian Jones. But is marketing really a science? And, aside from that, why are we
suddenly talking about ethics?
In Tadajewski and Jones’ article, which this paper is going to briefly summarize and comment on, we will find an answer on how to combine all three aspects - marketing, science, and ethics.
Table of Contents
1. Introduction to the critique of Scientific Marketing
2. The foundations of Scientific Management in marketing
3. Ethics and the objectivity of demand
4. The paradox of consumer needs and modern consumption
5. Conclusion: Marketing as a science
Objectives and Themes
This paper critically examines the intersection of scientific management, ethics, and marketing, specifically evaluating whether marketing can be classified as a science through the lens of Percival White’s historic contributions and contemporary marketing practices.
- Analysis of Scientific Management principles applied to marketing strategies.
- Exploration of the ethical implications of the "objectivity of demand."
- Investigation into the influence of consumer psychology and media on perceived needs.
- Critical assessment of marketing as a scientific discipline versus a practical function.
Excerpt from the Book
Scientific marketing management and the emergence of the ethical marketing concept
When Frederick Taylor, the “father of scientific management” (Rosen 1993: 139), started to develop his management philosophy in the late nineteenth century, he was above all concerned about labor productivity in the manufacturing industry considering exclusively the relationship between employer and employee. Even when he later admitted that in his theory he “overlook[ed] the third great party [...] – the consumers” (Taylor 1911/1998: 72) he probably did not spend too much time thinking about marketing. This is just what came to my mind when I read the title of the article “Scientific marketing management and the emergence of the ethical marketing concept” published in 2011 in the Journal of Marketing Management by Mark Tadajewski and D.G. Brian Jones. But is marketing really a science? And, aside from that, why are we suddenly talking about ethics? In Tadajewski and Jones’ article, which this paper is going to briefly summarize and comment on, we will find an answer on how to combine all three aspects - marketing, science, and ethics.
The authors mainly base their article on the contributions to Scientific Marketing ascribed to Percival White, an engineer, mechanic and manufacturing business owner-manager (cf. Tadajewski & Jones 2012: 41), as well as on the arising controversies between marketing scholars discussed in the Bulletin of the Taylor Society from 1914 until 1934. Due to his academic background, White was obviously familiar with Taylor’s philosophy and tried to adopt it to the marketing thought - indeed, as a rather non-typical pioneer contributor (cf. Tadajewski & Jones 2012: 41).
Summary of Chapters
1. Introduction to the critique of Scientific Marketing: Introduces the historical context of Taylorism and sets the stage for exploring the link between scientific methods, marketing, and ethical considerations.
2. The foundations of Scientific Management in marketing: Discusses the transition of manufacturing efficiency models, like those of Percival White, into the domain of marketing through systematic research.
3. Ethics and the objectivity of demand: Analyzes the utilitarian justification for marketing as a tool that benefits all parties by aligning production with actual consumer needs.
4. The paradox of consumer needs and modern consumption: Examines the tension between fulfilling genuine needs and the manipulation of consumer desires in the modern market landscape.
5. Conclusion: Marketing as a science: Provides a final evaluation on whether marketing can truly be considered a science, given the volatility of human psychology and social change.
Keywords
Scientific Marketing, Frederick Taylor, Percival White, Marketing Ethics, Objectivity of Demand, Consumer Behavior, Scientific Management, Marketing Research, Utilitarianism, Customer Retention, Market Analysis, Economic Method, Social Responsibility.
Frequently Asked Questions
What is the primary focus of this work?
The paper explores the historical and theoretical connection between Frederick Taylor's Scientific Management and the development of modern marketing, evaluating the ethical claims associated with these practices.
What are the central thematic fields?
The key themes include the application of industrial efficiency models to market research, the ethical dimensions of demand fulfillment, and the critique of marketing as a scientific discipline.
What is the core research question?
The central question is whether marketing can be formally defined as a science, particularly in light of ethical concerns and the difficulty of predicting human consumption patterns.
Which scientific methodology is primarily applied?
The author uses a qualitative critical review approach, analyzing historical articles and management literature to comment on the philosophies of Percival White and current marketing paradigms.
What topics are covered in the main body?
The body chapters detail the origins of Scientific Marketing, the "objectivity of demand" principle, the critique of utilitarian ethics, and the impact of modern socio-demographic changes on consumer needs.
Which keywords best describe this research?
Key terms include Scientific Marketing, Marketing Ethics, Objectivity of Demand, Consumer Behavior, and Scientific Management.
How does the author view the "objectivity of demand"?
The author critically examines it as a potentially outdated concept that struggles to address the modern reality where marketing and media often dictate what consumers believe they need.
Does the author conclude that marketing is a science?
No, the author concludes that while marketing may utilize scientific methods, the influence of unpredictable psychological and social variables prevents it from being strictly classified as a science.
- Arbeit zitieren
- B.A. International Management Nadine Ghanawi (Autor:in), 2012, Is Marketing a Science? Scientific Marketing, München, GRIN Verlag, https://www.hausarbeiten.de/document/204710
