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Marketing Theory: Overview of Ontology, Epistemology, and Axiology Aspects

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  • Tanti Handriana

Abstract

This article discusses about the marketing theory from the perspective of philosophy of science. The discussion focused on the aspects of the ontology, epistemology, and axiology. From the aspect of the ontology, it seems that the essence of marketing is a useful science and mutually beneficial for both the marketer and the stakeholders, or in other words that marketing knowledge is useful knowledge for the benefit of humankind that can be realized through the exchange process. Side of the ontology covers what the substance of marketing knowledge, the substance of truth and reality that is inherent with marketing. Meanwhile, aspects of epistemology cover a variety of approaches, methods, sources, structure and validation or marketing truth. Finally, axiology fields are related to ethics in marketing and marketing research. Marketing ethics and ethics in marketing research is a crucial matter, including in this case is trust.

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  • Tanti Handriana, 2013. "Marketing Theory: Overview of Ontology, Epistemology, and Axiology Aspects," Information Management and Business Review, AMH International, vol. 5(9), pages 463-470.
    • Handle: RePEc:rnd:arimbr:v:5:y:2013:i:9:p:463-470
    DOI: 10.22610/imbr.v5i9.1075
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    References listed on IDEAS

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    1. Eric Reidenbach, R. & Robin, Donald P., 1991. "Epistemological Structures in Marketing: Paradigms, Metaphors, and Marketing Ethics," Business Ethics Quarterly, Cambridge University Press, vol. 1(2), pages 185-200, April.
    2. Johannes Brinkmann, 2002. "Business and Marketing Ethics as Professional Ethics. Concepts, Approaches and Typologies," Journal of Business Ethics, Springer, vol. 41(1), pages 159-177, November.
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