Kavanagh, Donncha - In: Journal of Historical Research in Marketing 6 (2014) 3, pp. 331-350
half of the 20th century. Findings – The Aristotelian distinction between techné , epistemé and phronesis provides a rich …’s distinction between science 1 and science 2 . Prior to 1959, the marketing journals provided a forum for phronesis , though this …/value – Advances the concept of phronesis in the marketing literature and distinguishes it from epistemé , which has dominated academic …