Is Science Marketing?
- 1 September 1983
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 47 (4) , 111-125
- https://doi.org/10.1177/002224298304700412
Abstract
Science is analyzed as a special case of marketing—the marketing of ideas in the form of substantive and methodological theories. The marketing mix, target markets, and marketing objectives are developed for the scientific arena, and a formal analysis of a relativistic/constructionist view of science is used to support the approach. This view is contrasted with the positivistic/empiricist perspective of science currently dominant in marketing and other social sciences. Recommendations are offered for improved methods of developing knowledge.Keywords
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