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Theory and history in marketing
Author(s) -
Kirkpatrick Jerry
Publication year - 1983
Publication title -
managerial and decision economics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.288
H-Index - 51
eISSN - 1099-1468
pISSN - 0143-6570
DOI - 10.1002/mde.4090040106
Subject(s) - methodological individualism , austrian school , foundation (evidence) , individualism , entrepreneurship , positive economics , economics , sociology , neoclassical economics , social science , political science , law , market economy , finance
This article presents a theoretical foundation for marketing based on the ideas of the Austrian school of economists. After a discussion of the methodological foundations of Austrian economics, which reject the statistical and experimental methods of the physical sciences as the means to verify theory in the social sciences, the article presents the Austrians' principle of methodological individualism, which provides the basis for a theory of entrepreneurship and marketing.