On Making Marketing Science More Scientific: Role of Orientations, Paradigms, Metaphors, and Puzzle Solving
指出营销思维深受经验主义世界观和逻辑实证主义范式主导，主张通过接纳捕捉主观体验、冲突和解放力量的替代范式来丰富营销学。
Marketing thinking is profoundly dominated by the empiricist world view and the logical empiricist paradigm. This article argues that marketing can be enriched by opening up to alternative paradigms that capture subjective experiences, conflicts, and liberating forces.