The marketing discipline in trouble? Academic voices vying for supremacy
Abstract
To the best of the authors’ knowledge, there is no study that investigates the historical roots of quantitative paradigm hegemony over the qualitative paradigm in marketing using a critical lens. The purpose of this paper is to stimulate thoughtful reflections among marketing scholars so that the dialog among paradigms expands, the stale paradigmatic debates disappear, and the marketing discipline evolves and contributes to the actual...
Paper Details
Title
The marketing discipline in trouble? Academic voices vying for supremacy
Published Date
Oct 15, 2019
Journal
Volume
57
Issue
9
Pages
2555 - 2569
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Notes
History