Metatheory and Metamethodology in Marketing: A Lakatosian Reconstruction
引入拉卡托斯的精致方法论证伪框架，与其他科学哲学比较，并用于重构营销科学，从而定位现有理论冲突、评估营销的科学地位，并讨论对研究方法的启示。
The Lakatosian sophisticated methodological falsification framework is introduced, compared with other philosophies of science, and applied to reconstruct marketing science. From this the location and intensity of extant theoretical conflicts are pinpointed and explained, marketing's scientific status evaluated, and implications for research methodology in the discipline discussed.