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Epistemological Structures in Marketing: Paradigms, Metaphors, and Marketing Ethics

Published online by Cambridge University Press:  23 January 2015

R. Eric Reidenbach
Affiliation:
The University of Southern Mississippi
Donald P. Robin
Affiliation:
The University of Southern Mississippi

Abstract

This article uses Arndt's depiction of marketing epistemology to suggest a possible explanation for the lack of emphasis on marketing ethics within the marketing literature. While a growing number of writers are turning their attention to the area, marketing's heavy reliance on logical empiricism has contributed to a disinclination in the development of this area. Only through recent and numerous revelations of misconduct has the discipline of marketing responded to its ethical dimensions.

Type
Articles
Copyright
Copyright © Society for Business Ethics 1991

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