haku: @author Fisk, R. P. / yhteensä: 3
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| Tekijä: | Muncy, J. A. Fisk, R. P. |
| Otsikko: | Cognitive relativism and the practice of marketing science. |
| Lehti: | Journal of Marketing
1987 : JAN, VOL. 51:1, p. 20-33 |
| Asiasana: | MARKETING THEORY SCIENCE PHILOSOPHY |
| Kieli: | eng |
| Tiivistelmä: | Recently it has been proposed that marketing science adopt a relativist orientation. The meaning of the concept is clarified by discussing what relativism is,what it is not,what the antithesis of relativism and what it is not.The different types of relativism are discussed and it is suggested that an understanding of the distinctions between these various types of relativism is extremely important for an adequate evaluation of the doctrine. A discussion that will guide marketing theorists and marketing researchers in critically evaluating relativism within the philosophy of marketing science is attempted to present. |
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