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Regular version of the site

Book

12th International marketing trends conference, Paris, France. ESCP Europe, 2013. 17-19 January 2013

Academic editor: D. Andriani.
Editor-in-chief: F. Conchon.

The article suggests to adopt a pluralism methodological approach in marketing science. Using controversy over marketing to nonmarketers problem paper traces evolution of the issue in context of research methodology and discusses alternative methodological approaches and research paradigms.

 

12th International marketing trends conference, Paris, France. ESCP Europe, 2013. 17-19 January 2013