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| Author: | O'Saughnessy, J. |
| Title: | Temerarious directions for marketing |
| Journal: | European Journal of Marketing
1997 : Vol. 31:9/10, p. 677-705 |
| Index terms: | MARKETING THEORY METHODOLOGY DISCIPLINE |
| Language: | eng |
| Abstract: | Eschatology, as the late Jewish and early Christian doctrine of last things focuses on the final judgement and the afterlife. As analogously applied to marketing, it would incorporate a prediction of how the good is to triumph over the bad and, in the process, provide a foretaste of marketing to come. As far as this paper is concerned, the bad in marketing relates to the stultifying rules implicitly adopted in developing marketing as discipline. They are rules thought to constitute procedurial rationality on how true knowledge in an applied discipline is to be achieved. |
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