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On Making Marketing Science More Scientific: Role of Orientations, Paradigms, Metaphors, and Puzzle Solving
Journal of Marketing
Vol. 49, No. 3 (Summer, 1985), pp. 11-23
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1251612
Page Count: 13
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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.
Journal of Marketing © 1985 American Marketing Association