Is Science Marketing?
将科学分析为一种特殊的营销活动，即思想（以实质性和方法论理论的形式）的营销。为科学领域制定了营销组合、目标市场和营销目标，并利用相对主义/建构主义的科学观来支持这一方法，与当前营销学和其他社会科学中占主导地位的实证主义/经验主义科学观形成对比。
Science is analyzed as a special case of marketing—the marketing of ideas in the form of substantive and methodological theories. The marketing mix, target markets, and marketing objectives are developed for the scientific arena, and a formal analysis of a relativistic/constructionist view of science is used to support the approach. This view is contrasted with the positivistic/empiricist perspective of science currently dominant in marketing and other social sciences. Recommendations are offered for improved methods of developing knowledge.