Contribution of philosophy to the advancement of marketing thought

George Panigyrakis and Geon-Cheol Shin

Journal of Global Scholars of Marketing Science, 2014, vol. 24, issue 3, 241-245

Abstract: The four papers in this special issue revisit the core concepts and key functions of marketing through philosophy. They examine the discipline as it enters its maturity amidst unprecedented global socioeconomic turmoil. As the certainties of modernity and the individualism of postmodernity melt into the uncharted lands of metamodernity, they offer a kaleidoscopic view of the big issues faced by contemporary societies through a fascinatingly eclectic mix of topics, theoretical frameworks and methodological perspectives. They call for a clean break from amoralism and a wholehearted embracement of our role as facilitators of value coproduction and agents of the ethics of gentleness.

Date: 2014
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DOI: 10.1080/21639159.2014.914655

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