Conceptual Roots And Synergistic Communalities In Economics And Marketing

Abstract

Marketing as a scientific discipline has a very long practice but relatively brief history, as opposed to Economics, crowned as the queen of social sciences in antiquity. Both disciplines share an interest in consumer behavior, on both micro and micro levels. However, taught at different schools and departments of universities, these disciplines developed own methodologies and research approaches, foregoing obvious synergies. This paper discusses several concepts and theories developed in one of the disciplines that ought to be taught in the other.