Controversy in Marketing Theory: For Reason, Realism, Truth and Objectivity : For Reason, Realism, Truth and Objectivity Paperback / softback
by Shelby D. Hunt
Paperback / softback
Description
In this book distinguished theorist and author Shelby D.
Hunt analyzes the major controversies in the "philosophy debates" raging throughout the field of marketing.
Using an historical approach, Hunt argues against relativism and for scientific realism as a philosophy for guiding marketing research and theory.
He also shows how the pursuit of truth and objectivity in marketing research are both possible and desirable.
Specific controversies analyzed in the book include: Does positivism dominate marketing research?
Does positivism imply quantitive methods? Is relativism an appropriate foundation for marketing research?
Does relativism imply pluralism, tolerance, and openness?
Should marketing pursue the goal of objective research?
An ideal companion to Hunt's classic text, Foundations of Marketing Theory, this volume will be equally useful on its own in any graduate level course on marketing theory.
Information
-
Out of stock
- Format:Paperback / softback
- Pages:360 pages
- Publisher:Taylor & Francis Ltd
- Publication Date:31/03/2003
- Category:
- ISBN:9780765609328
Other Formats
- PDF from £42.29
- EPUB from £42.29
- Hardback from £200.00
Information
-
Out of stock
- Format:Paperback / softback
- Pages:360 pages
- Publisher:Taylor & Francis Ltd
- Publication Date:31/03/2003
- Category:
- ISBN:9780765609328
