@article{9ea44fb233eb4e37b684101c1a0caf13,
title = "The fourth hermeneutic in marketing theory",
keywords = "hermeneutics, incommensurability, marketing theory, morality, paradigmapping, relativism, wisdom, Business and management studies",
author = "Carr, \{Adrian N.\} and Michael Thomas and Watkins-Mathys Lorraine and Sid Lowe",
year = "2005",
month = jun,
doi = "10.1177/1470593105052471",
language = "English",
volume = "5",
pages = "185--203",
journal = "Marketing Theory",
issn = "1470-5931",
publisher = "SAGE Publications Ltd",
number = "2",
}