Reading Professor David D. Monieson

Abstract

PurposeThe purpose of this paper is to present a selective survey of Professor Monieson's work, using the philosophy and sociology of science as a prism.Design/methodology/approachThe approach taken is a historical review.FindingsMonieson was an important figure in the development of marketing thought, whose research should be read by marketing scholars and students alike.Practical implicationsThe paper introduces Monieson's advanced epistemological and axiological reflections to an audience who might be unaware of his contributions. In addition, it connects Monieson's writings with issues and debates central to the history of marketing thought, namely the first paradigm debate stimulated by the German Historicist School.Originality/valueThis paper examines and interprets Monieson's somewhat difficult work for a new audience; and connects the work of a managerially minded scholar with emerging debates in critical marketing studies.