Interpretation in Social Life, Social Science, and Marketing

摘要

The late 1980s heralded an important transformation in marketing. New paradigms were outlined and new ways of thinking about marketing theory and practice were put forward. Scholars carefully and systematically sketched out the ontolo-gical, epistemological, and methodological assumptions that undergirded their research. Critiques were leveled at logical empiricist ways of seeking knowledge. The discipline, we might say, underwent an interpretive turn