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

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  • Eric Reidenbach, R.
  • Robin, Donald P.

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.

Suggested Citation

  • Eric Reidenbach, R. & Robin, Donald P., 1991. "Epistemological Structures in Marketing: Paradigms, Metaphors, and Marketing Ethics," Business Ethics Quarterly, Cambridge University Press, vol. 1(2), pages 185-200, April.
    • Handle: RePEc:cup:buetqu:v:1:y:1991:i:02:p:185-200_00
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    Cited by:

    1. Tanti Handriana, 2013. "Marketing Theory: Overview of Ontology, Epistemology, and Axiology Aspects," Information Management and Business Review, AMH International, vol. 5(9), pages 463-470.

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