Cognitive Relativism and the Practice of Marketing Science

James A. Muncy · Raymond P. Fisk

29 citations0/0 files storedJournal of Marketing

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Business Strategies and Management Research Epistemology, Ethics, and Metaphysics Philosophy, Science, and History

Abstract

Recently it has been proposed that marketing science adopt a relativist orientation. The authors explore the nature of relativism as it is currently being discussed in the philosophy of science. Special attention is given to various types of cognitive relativism. Major implications for marketing science also are discussed.

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1963The Structure of Scientific Revolutions 2025Advances in Consumer Research 1963The Structure of Scientific Revolutions 1970Falsification and the Methodology of Scientific Research Programmes 1976Falsification and the Methodology of Scientific Research Programmes 1977Knowledge and Social Imagery 1981Designing Research for Application 1978Brand Loyalty: Measurement and Management

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2011Evolução do ensino de marketing: um breve histórico

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