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"Paradigms Lost": On Theory and Method in Research in Marketing

✍ Scribed by Deshpande, Rohit


Book ID
127303605
Publisher
American Marketing Association
Year
1983
Tongue
English
Weight
512 KB
Volume
47
Category
Article
ISSN
0022-2429

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The traditional view of truth as the central goal of marketing theory and research has been questioned in marketing's crisis literature by proponents of relativistic truth and critical relativism. Hunt reviews the development of the relativist views on truth. He then discusses a philosophy of scienc