Marketing: philosophy of science and “epistobabble warfare”
Abstract
Purpose
The purpose of this paper is to review the philosophy of science debates in the marketing literature and describe the current situation in marketing with respect to philosophy of science issues.
Design/methodology/approach
As a viewpoint/conceptual paper, the approach is largely a review of the literature with interspersed personal commentary.
Findings
The paper summarises the key contentions of opposing academics and attempt to convey the futility and pointlessness of such argumentation and describe a novel (to marketing) “attitude” to conducting marketing research.
Originality/value
Rather than argue one particular perspective, it is this paper's central thesis that no one philosophical perspective does or should have a monopoly on what constitutes making a useful contribution to our understanding of marketing phenomena.
Keywords
Citation
Rod, M. (2009), "Marketing: philosophy of science and “epistobabble warfare”", Qualitative Market Research, Vol. 12 No. 2, pp. 120-129. https://doi.org/10.1108/13522750910948743
Publisher
:Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited