.... Marketing theory Epistemology In this paper we review the notion of paradigms within marketing and other social science disciplines. Paradigms are explored in terms of what they have been able to tell us and to what extent they have been a blessing or a curse. We review Kuhn's (1962) original...

... in marketing within a broader context of a possible epistemological “crisis” of rationality in practical disciplines. The conclusion suggests that an epistemology of expertise for marketing management demands both theoretical and linguistic sophistication and implies a pedagogic shift towards a model...