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The functionalist paradigm has informed much of marketing research. In the last several decades, however, there has been increasing debate about the philosophy of science in marketing research. Today, some of the best‐known marketing researchers subscribe to a more interpretive paradigm. But how is this translated into publications in top marketing journals? Attempts to gauge marketing academe’s receptivity of alternative paradigms by surveying a sample of articles published in some of the top journals in the field. From 1970 to 1997, a slight shift towards the interpretive paradigm was found, but these researchers face an uphill battle in terms of acceptance as “mainstream”.

During the first half of this year the Association has continued to expand its exhibition programme by increasing its presence at overseas shows. Two DTI sponsored joint venture groups have been formed, one to Nepcon West, the other to Nepcon Beijing. Anaheim saw the biggest UK group for over 10 years, with CEMA taking three separate blocks in different sectors of the show. There is no doubt from the reception we received that CEMA is now firmly established at Nepcon West. We enjoyed tremendous support from both the British Consulate and the British‐American Chamber of Commerce with their President making several visits to the CEMA booth.