Cognitive Relativism and the Practice of Marketing Science
探讨了相对主义在科学哲学中的本质，特别关注认知相对主义类型，并讨论了其对营销科学的主要启示。
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.