Reading Professor David D. Monieson: Humanism, pluralism, and intellectualization

Abstract

Purpose

The 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/approach

The approach taken is a historical review.

Findings

Monieson was an important figure in the development of marketing thought, whose research should be read by marketing scholars and students alike.

Practical implications

The 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/value

This 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.

Citation

Tadajewski, M. (2010), "Reading Professor David D. Monieson: Humanism, pluralism, and intellectualization", Journal of Historical Research in Marketing, Vol. 2 No. 2, pp. 227-237. https://doi.org/10.1108/17557501011042579