Two Challenges for the Three Dichotomies Model
نویسنده
چکیده
The three dichotomies model, first proposed in Hunt (1976), restricts marketing science to the positive half of the positive-normative dichotomy. We argue that the "necessity challenge" of the positive-normative dichotomy in Robin (1977) stands, and that the positive half of the positive-normative dichotomy is virtually empty if all of the normative terms are removed. Thus marketing, as currently conceived, is not a positive science.
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