Epistemological Structures in Marketing: Paradigms, Metaphors, and Marketing Ethics

R. Eric Reidenbach and Donald P. Robin

Business Ethics Quarterly, 1991, vol. 1, issue 2, 185-200

Abstract: This article uses Arndt's depiction of marketing epistemology to suggest a possible explanation for the lack of emphasis on marketing ethics within the marketing literature. While a growing number of writers are turning their attention to the area, marketing's heavy reliance on logical empiricism has contributed to a disinclination in the development of this area. Only through recent and numerous revelations of misconduct has the discipline of marketing responded to its ethical dimensions.

Date: 1991
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