Marketing a zarządzanie marketingowe. O niektórych relacjach między dyscypliną nauki a jej specjalnością badawczą

Abstract

In this paper the author analyses basic relations between marketing as a discipline of applied science and its research (scholarly) specialisation of normative-project nature, as the author considers marketing management as such specialisation. The author applies the most commonly used criteria of identification of a discipline and a sub-discipline (a specialisation) of science: a subject and scope of research; research focus; a problem and research paradigm; a relation between discipline knowledge and economic practice. As a conclusion, he states that tere are already sufficient premises to identify marketing as a discipline of science; within this discipline, one can identiTy marketing management as its scientific specialisation. However, this does not deny a need of maintaining close relation between marketing and both economics as well as management science.