TITLE

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

AUTHOR(S)
Arndt, Johan
PUB. DATE
July 1985
SOURCE
Journal of Marketing;Summer85, Vol. 49 Issue 3, p11
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
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.
ACCESSION #
5002008

 

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