Long life to marketing research: A postmodern view

Purpose – This paper aims at interpreting the epistemology of marketing. The paper investigates several research questions, proposing some initial reflections concerning their impact on marketing. Design/methodology/approach – The paper addresses the research questions by conducting an analysis of themarketing literature.Ananalysis ofphilosophical postmodern literature isalsocarriedout. The paper’s attempt constantly to create links between the level of philosophical elaboration and that of marketing research leads to a proposal of new approach to marketing research: experiential research. Findings – In the paper’s review of the marketing literature the traditional pragmatic approach of marketing as a discipline is highlighted. Its strong managerial perspective has partly diverted researchers ’ attention from the theory, and focused it mainly on the method. This has created an increasingly marked distinction between the marketing literature aimed at management, and that aimed at the academic community. The postmodern perspective on marketing calls for a rethinking of the “scientific nature ” of marketing as an investigative field. Research limitations/implications – The main point is that marketing cannot be a scientific discipline only by adopting a scientific method. Marketing research is by definition different in nature