Key points are not available for this paper at this time.
Science is analyzed as a special case of marketing—the marketing of ideas in the form of substantive and methodological theories. The marketing mix, target markets, and marketing objectives are developed for the scientific arena, and a formal analysis of a relativistic/constructionist view of science is used to support the approach. This view is contrasted with the positivistic/empiricist perspective of science currently dominant in marketing and other social sciences. Recommendations are offered for improved methods of developing knowledge.
Peter et al. (Thu,) studied this question.