2015 | OriginalPaper | Chapter
Truth and Dare: A Research Note on an Eclectic Agenda for Marketing
Author : Nitish Singh
Published in: Proceedings of the 2002 Academy of Marketing Science (AMS) Annual Conference
Publisher: Springer International Publishing
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The ontological debate over truth and reality has been a widely discussed issue in marketing. The purpose of this paper is to take a fresh look at what truth is. In doing so, the paper aims to provide a new perspective, eclectic relativism, to understand the nature of truth and to reconcile the problem of incommensurability in marketing.