Professional judgment and the predicaments of practice

Addresses the issues inherent when analysing marketing philosophy and knowledge, illustrates by examples from various philosophers, pricipally Aristotle. Explores the relationship between knowledge and action, questioning what kind of knowledge informs good practice. Highlights two types of knowledge, “technical rationality” and “practical judgment”, and the kinds of activities encapsulated within each paradigm. Covers the character of the natural sciences including the proven and established theories of the technicist logic and the varied and unpredictable nature of the social sciences, incorporated within practical judgment. Suggests that properties required by a trainee in the practical field in order to learn good practice and “judgment”, include resourcefulness and flexibility.