Cognitive Relativism and the Practice of Marketing Science
作者探讨了营销科学中相对主义取向的提议，重点关注哲学科学中讨论的认知相对主义类型。文章分析了认知相对主义对营销科学的主要启示，涉及认识论、认知、社会学、哲学和心理学等维度。作者指出，相对主义在营销科学中的应用需要谨慎考虑其理论基础和实际影响。
Recently it has been proposed that marketing science adopt a relativist orientation. The authors explore the nature of relativism as it is currently being discussed in the philosophy of science. Special attention is given to various types of cognitive relativism. Major implications for marketing science also are discussed.