...Stephen Brown Provides an introduction to the Special Issue by discussing the nature of marketing science in a postmodern world. Argues that science needs marketing more than marketing needs science. (Look folks, I didn’t want to include a review of my own book, but the regular journal editor...

... ultimate reliance on interpretation as well as science. Although radical behaviourist explanation was initially founded on Machian positivism,its account of complex social behaviours such as purchase and consumption is necessarily interpretive, inviting comparison with the hermeneutical approaches...