On Making Marketing Science More Scientific: Role of Orientations, Paradigms, Metaphors, and Puzzle Solving

Arndt, Johan
July 1985
Journal of Marketing;Summer85, Vol. 49 Issue 3, p11
Academic Journal
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.


Related Articles

  • Fit Between Research Questions, Paradigms and Methodologies in Strategic Management Research? Rosca, Eugenia; Cordes-Berszinn, Philip; Bendul, Julia // Proceedings of the European Conference on Research Methods for B;2015, p336 

    Strategic Management (SM) is at a critical stage in its development. Numerous scholars suggest that the field is fragmented and lacks coherence, thus the knowledge accumulation and relevance to practice is endangered. Some scholars criticize the methodologies used in the field and highlight...

  • Multiple Orientations for the Conduct of Marketing Research: An Analysis of the Academic/Practitioner Distinction. Brinberg, David; Hirschman, Elizabeth C. // Journal of Marketing;Oct86, Vol. 50 Issue 4, p161 

    A distinction often is made in marketing between academic and practitioner-oriented research. That distinction has been used to justify one type of research by highlighting the limitations of the other. The authors use a validity network schema developed by Brinberg and McGrath to characterize...

  • The Marketing Concept: What It Is and What It Is Not. Houston, Franklin S. // Journal of Marketing;Apr86, Vol. 50 Issue 2, p81 

    The marketing concept has been misunderstood and misused over the years. It is not obsolete nor is it the optimal managerial approach to marketing. The marketing concept is restated in a way that more clearly shows what it is and what it is not.

  • Metatheory and Metamethodology in Marketing: A Lakatosian Reconstruction. Leong, Siew Meng // Journal of Marketing;Fall85, Vol. 49 Issue 4, p23 

    The Lakatosian sophisticated methodological falsification framework is introduced, compared with other philosophies of science, and applied to reconstruct marketing science. From this the location and intensity of extant theoretical conflicts are pinpointed and explained, marketing's scientific...

  • Marketing Theory with Strategic Orientation. Day, George S.; Wensley, Robin // Journal of Marketing;Fall1983, Vol. 47 Issue 4, p79 

    The traditional paradigms of marketing are expanding to incorporate negotiated exchanges with internal and external coalitions in the pursuit of competitive advantage. This paper explores the implications of a broader paradigm for setting priorities in research and theory development in...

  • THE INTERDEPENDECY OF ECOLOGICAL AND HEALTH ISSUES IN THE CHOICE OF ORGANIC FOODS. Pál, Zsuzsa // Annals of the University of Oradea, Economic Science Series;2012, Vol. 21 Issue 1, p1187 

    In the last two decades the number of the studies on actual and potential consumer's behavior toward the organic foods has been increased considerably. The main issues investigated by these studies are concentrated among themes like motivation, purchasing intention, barriers of the adoption, and...

  • THROUGH THE PARADIGM FUNNEL: A CONCEPTUAL TOOL FOR LITERATURE ANALYSIS. Berthon, Pierre; Nairn, Agnes; Money, Arthur // Marketing Education Review;Summer2003, Vol. 13 Issue 2, p55 

    This paper introduces the "paradigm funnel "as a research tool and suggests how it could he used to produce enlightened analysis of complex literatures. This article first explores the use of Kuhn's notion of a paradigm. It goes on to introduce the notion of a "paradigm funnel. "Next it explains...

  • What Techniques are Used by Marketing Researchers in Business? Greenberg, Bamett A.; Goldstucker, Jac L.; Bellenger, Danny N. // Journal of Marketing;Apr1977, Vol. 41 Issue 2, p62 

    Data presented in this study indicates the various research techniques used by marketing practitioners in their research activities. As was pointed out in the introduction of this article, the survey is concerned with only the penetration of the techniques into the business research community,...

  • Trade Area Analysis Using Trend Surface Mapping. PETERSON, ROBERT A. // Journal of Marketing Research (JMR);Aug1974, Vol. 11 Issue 3, p338 

    Trade area analysis has long been recognized as one of the fundamental prerequisites for successful marketing management. Not only is such analysis essential for effectively allocating firm resources, but it is vital as an initial step in understanding consumer behavior [18, pp. 128-9]. Thus,...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics