Philosophy and Marketing Thought


Contribution of Philosophy to the Advancement of Marketing Thought, Special Issue of Journal of Global Scholars of Marketing Science, Edited by George Panigyrakis and Geon-Cheol Shin; Deadline 31 Jan 2013

Call for Papers
Journal of Global Scholars of Marketing Science:
Contribution of Philosophy to the Advancement of Marketing Thought
Submission deadline: January 31, 2013
The word ‘philosophy’ derives from the ancient Greek ‘philosophia’, literally translated as “the love of wisdom”. According to the Oxford dictionary definition, “philosophy is the study of the fundamental nature of knowledge, reality, and existence, especially when considered as an academic discipline”. The marketing concept and the related schools of thought seem to emerge as a part of the infinite philosophy continuum where “wisdom” is viewed as a form of marketing knowledge (Sheth, Gardner and Garrett, 1988). Given that contemporary marketing science was shaped after the mid-20th century, it has been restricted by the guiding principles of realism, logical empiricism and positivism (Morgan, 1996; Jones and Monieson, 1990). However, as our world evolves and the marketing discipline enters into maturity, a more integrated approach to marketing and consumer behavior becomes necessary to adapt to the emerging postmodern challenge (Brown, 1993). At the same time, in the turmoil of unprecedented socioeconomical change, marketing thought and practice increasingly needs to embrace humanistic values and re-examine its very nature, by adopting a philosophical approach.
It is important to reconsider the boundaries of marketing thought in terms of individual and organizational market and social interactions (Shaw and Jones, 2005). Nowadays, governments, citizens and organizations become increasingly concerned about ethical and environmental issues, related to corporate business strategy, parallel to a trend towards a human-centric society. Despite this tendency, the degree and type of impact that philosophy has had on marketing remains relatively underexplored. Hence, a need to address marketing concerns and thoughts from a philosophical aspect has emerged, which will be addressed by the papers in this special issue.
The Journal of Global Scholars of Marketing Science: Bridging Asia and the World (JGSMS) is a quarterly journal that publishes original and peer-reviewed papers that significantly contribute to the overall advancement of marketing theory, research, and practice. JGSMS endeavors to be a “global bridge” connecting marketing scholars and readers in Asia with various parts of the globe. ‘Bridging Asia and the World’ is the position statement of JGSMS.
Journal Homepage on Taylor & Francis Online:
Empirical and conceptual manuscripts addressing the following issues are particularly welcome for the special issue. Potential topics include the following:
The relationship between occidental and oriental philosophy and marketing thought
Existential consumption and customer response from a philosophical perspective
Organizational culture and internal marketing from a philosophical viewpoint
Marketing schools of thought and philosophical background
Marketing in different cultures from a philosophical viewpoint
Brand Power and Philosophy
Advertising and integrated marketing communications – where does philosophy come in?
The popularity of social media from a philosophical viewpoint
Marketing knowledge and philosophy
Marketing History & Philosophy
The philosophical foundations of the social marketing orientation
Philosophical approaches to consumer behavior
The evolution of marketing ethics
The underlying philosophical theories of corporate social responsibility
Manuscript Preparation and Submission:
All submissions, reviewing and notification will be conducted electronically through e-mail. If you do not receive confirmation of your submission within seven days, please contact the guest co-editors of this special issue.
Author Guidelines:
·         The manuscripts title page should include the corresponding author’s name, affiliation, mailing address, telephone number, and e-mail address.  
·         Submit manuscripts in a WORD Document in Times New Roman 12-font. 
·         Submissions should have page numbers and be limited to 25 pages of text in length.   
·         Submission guidelines and reference styles can be found at the Journal of Global Scholars of Marketing Science Instructions for Authors.
The review process will be double blind, information that identifies the submission authors should only be listed on the title page.  
Brown, S. (1993). Postmodern marketing? European Journal of Marketing, Vol. 27 (4), 19 – 34.
Jones, D.G.B. & Monieson, D.D. (1990).Early development of the philosophy of marketing thought. Journal of Marketing, Vol. 54 (1), 102-113 .
Morgan, R. E. (1996). Conceptual foundations of marketing and marketing theory. Management Decision, Vol. 34 (10), 19 – 26.
Shaw, E. H., & Jones, B.D.G. (2005). A history of schools of marketing thought. Marketing Theory, Vol. 5 (3). 239-281.
Sheth, J. N., Gardner, D. M., & Garrett, D. E. (1988). Marketing theory: Evolution and evaluation. (1st ed.). Canada: John Wiley & Sons, Inc.
Submissions to:
Please send your submissions to both of guest co-editors.
– Professor George Panigyrakis, Department of Business Administration, The Athens University of Economics and Business, 76 Patission Street, Athens, Greece, Tel: +30-1-8203-394, Fax: +30-1-8226-204, e-mail:
ProfessorGeon-Cheol Shin, Department of Management, School of Management, Kyung Hee University, 130-872, 1 Hoegi-dong, Dongdaemun-gu, Seoul, Republic of Korea, Tel: +82-2-961-0420, Fax: +82-2-961-0515, e-mail:
For More Information:
Managing Editor, Journal of Global Scholars of Marketing Science
Tel: +82-55-213-3356, Fax: +82-55-263-9096
Related Homepages:
Journal of Global Scholars of Marketing Science:
Journal of Global Fashion Marketing:
Korean Scholars of Marketing Science:
Global Marketing Conference: