Affiliation:
1. University of Wisconsin-Madison, School of Management, National University of Singapore.
Abstract
The Lakatosian sophisticated methodological falsification framework is introduced, compared with other philosophies of science, and applied to reconstruct marketing science. From this the location and intensity of extant theoretical conflicts are pinpointed and explained, marketing's scientific status evaluated, and implications for research methodology in the discipline discussed.
Subject
Marketing,Business and International Management
Cited by
16 articles.
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