On Making Marketing Science More Scientific: Role of Orientations, Paradigms, Metaphors, and Puzzle Solving
Open Access
- 1 June 1985
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 49 (3) , 11-23
- https://doi.org/10.1177/002224298504900302
Abstract
Marketing thinking is profoundly dominated by the empiricist world view and the logical empiricist paradigm. This article argues that marketing can be enriched by opening up to alternative paradigms that capture subjective experiences, conflicts, and liberating forces.Keywords
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