Emancipatory marketing and the emancipation of marketing research: a critical realist perspective

Journal of Critical Realism 17 (5):466-491 (2018)
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Abstract

ABSTRACTThis paper is premised on the call to re-orientate marketing as a contributing social science. It gathers together criticisms of marketing research which identify inconsistencies that prevent our progress. It posits that we are driven to reproduce these inconsistencies because of a closed-system of practice and because of the generative absence of an effective, reflexive and integrative metatheoretical structure. In response to these problems, the paper aims to offer an integrative metatheoretical structure from which to ground our research and intervene in the identified inconsistencies. The paper therefore offers a perspective on the constitution of the world, before addressing the terms and conditions on which the world is to be researched and explained. This conceptual contribution employs tools developed in the critical realist philosophy of social science to address: instances of absence within marketing research; and how these instances are generated and reproduced. It then suggests how these absences can be rectified.

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References found in this work

Enlightened Common Sense: The Philosophy of Critical Realism.Roy Bhaskar & Mervyn Hartwig - 2016 - New York: Routledge. Edited by Mervyn Hartwig.
Process and reality: an essay in cosmology.Alfred North Whitehead - 1929 - New York: Free Press. Edited by David Ray Griffin & Donald W. Sherburne.
Dialectic: the pulse of freedom.Roy Bhaskar - 1993 - New York: Routledge.
Economics and reality.Tony Lawson - 1997 - New York: Routledge.

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