Article
Journal of Marketing

'Paradigms Lost': On Theory and Method in Research in Marketing

By: Rohit Deshpandé

Format:Print

Citation

Deshpandé, Rohit. "'Paradigms Lost': On Theory and Method in Research in Marketing." Journal of Marketing 47, no. 4 (Fall 1983): 101–110.

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About The Author

Rohit Deshpande

Marketing

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