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Philosophical Approach of Science in Marketing Theory; Paradigmatic Perspectives Analysis in Marketing
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Sayyed Hassan Hatami-nasab *   |
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Abstract: (558 Views) |
| Market research has shown that marketing is one of the important tasks in the current turbulent market development and success. In the present, the research method of market depends on perspective of scholar. Thoughts and views on certain timeframe will be born within the concept of paradigm and will address (or help) theorists and scholars of the period. This paper reviews the philosophical foundations of marketing and also the existing paradigms in this field will be reviewed and will compare its patterns with Burrell and Morganchr('39')s four paradigms of pattern. In this relation, Arndt marketing paradigm model will be considered. |
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| Keywords: marketing theory, marketing philosophy, marketing paradigm. |
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Full-Text [PDF 743 kb]
(398 Downloads)
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Type of Study: case report |
Subject:
مدیریت بازرگانی
Received: 2020/12/6 | Accepted: 2021/07/26 | Published: 2021/02/28
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