Add to ORKGCopyright: © 2014 Novatorov EV. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. The article suggests adopting a pluralism methodological approach in marketing science. Using controversy over marketing to nonmarketers problem paper traces evolution of the issue in context of research methodology and discusses alternative methodological approaches and research paradigms
Objective: The requirement of consumers of goods and services are wide and variable. The firms invol...
This article is concerned with gaining greater insight into the interplay between agency and structu...
The concept of marketing has been debated and evaluated regularly since marketing was recognised as ...
Abstract The paper discusses and suggests alternative methodological paradigms to approach the probl...
This paper calls for methodological pluralism in industrial marketing research. We discuss three cha...
Publisher Copyright: © 2022, The Author(s).Shelby V. Hunt was long interested in codifying and param...
This paper calls for methodological pluralism in industrial marketing research. We discuss three cha...
What is the role of this journal? This paper addresses the controversies over what constitutes marke...
he author deconstructs the prevailing conceptualization of non-profit marketing and concludes it res...
Abstract. The broadening marketing concept was introduced in 1969 and was initially well-received by...
The expansion and fragmentation of marketing theory has led to the introduction of a plethora of con...
Abstract. The relationship between the marketing academy through the conduct of marketing scientific...
This document is the Accepted Manuscript version of the following article: G. Midgley, J. D. Nichols...
This paper aimed to answer the question of whether or not marketing should be considered a science o...
This paper questions the validity of applying the market orientation construct, which was developed ...
Objective: The requirement of consumers of goods and services are wide and variable. The firms invol...
This article is concerned with gaining greater insight into the interplay between agency and structu...
The concept of marketing has been debated and evaluated regularly since marketing was recognised as ...
Abstract The paper discusses and suggests alternative methodological paradigms to approach the probl...
This paper calls for methodological pluralism in industrial marketing research. We discuss three cha...
Publisher Copyright: © 2022, The Author(s).Shelby V. Hunt was long interested in codifying and param...
This paper calls for methodological pluralism in industrial marketing research. We discuss three cha...
What is the role of this journal? This paper addresses the controversies over what constitutes marke...
he author deconstructs the prevailing conceptualization of non-profit marketing and concludes it res...
Abstract. The broadening marketing concept was introduced in 1969 and was initially well-received by...
The expansion and fragmentation of marketing theory has led to the introduction of a plethora of con...
Abstract. The relationship between the marketing academy through the conduct of marketing scientific...
This document is the Accepted Manuscript version of the following article: G. Midgley, J. D. Nichols...
This paper aimed to answer the question of whether or not marketing should be considered a science o...
This paper questions the validity of applying the market orientation construct, which was developed ...
Objective: The requirement of consumers of goods and services are wide and variable. The firms invol...
This article is concerned with gaining greater insight into the interplay between agency and structu...
The concept of marketing has been debated and evaluated regularly since marketing was recognised as ...