Marketing: philosophy of science and 'epistobabble warfare'

摘要

Purpose - The purpose of this paper is to review the philosophy of science debates in the marketingrnliterature and describe the current situation in marketing with respect to philosophy of science issues.rnDesign/methodology/approach - As a viewpoint/conceptual paper, the approach is largely arnreview of the literature with interspersed personal commentary.rnFindings - The paper summarises the key contentions of opposing academics and attempt to conveyrnthe futility and pointlessness of such argumentation and describe a novel (to marketing) "attitude" tornconducting marketing research.rnOriginality/value-Rather than argue one particular perspective, it is this paper's central thesis thatrnno one philosophical perspective does or should have a monopoly on what constitutes making a usefulrncontribution to our understanding of marketing phenomena.