Controversy in Marketing Theory: For Reason, Realism, Truth and Objectivity available on October 30 2019 from Amazon for 18.24
ISBN bar code 9780765609328 ξ2 registered October 30 2019
ISBN bar code 9780765609328 ξ1 registered September 23 2012
Product category is Book
Manufacturered by Routledge
Product weight is 1.35 lbs.
Used Book in Good Condition 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.
^Shelby D. Hunt (2012). 9780765609328, M.E. Sharpe. Wiki. ISBN 9780765609328 (revised Mar 2014)
^Shelby D. Hunt (2003). Controversy in Marketing Theory: For Reason, Realism, Truth and Objectivity, Routledge. Amazon. ISBN 9780765609328 (revised Oct 2019)
