Controversy in Marketing Theory by Shelby Dean Hunt
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Controversy in Marketing Theory
By Shelby Dean Hunt

Controversy in Marketing Theory

For Reason, Realism, Truth and Objectivity

By (author) See other recent books by Shelby Dean Hunt
Format: Paperback

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Controversy in Marketing Theory by Shelby Dean Hunt

Book 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.

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Book Details

ISBN: 9780765609328
ISBN-10: 0765609320
Format: Paperback
(229mm x 152mm x 22mm)
Pages: 360
Imprint: M.E. Sharpe
Publisher: Taylor & Francis Inc
Publish Date: 31-Mar-2003
Country of Publication: United States

Other Editions...


Books By Author Shelby Dean Hunt

Marketing Theory by Shelby Dean Hunt Marketing Theory, Hardback (March 2010)

Focuses on the marketing discipline's multiple stakeholders. This book articulates a philosophy of science-based 'tool kit' for developing and analyzing theories, law-like generalizations, and explanations in marketing science.

General Theory of Competition by Shelby Dean Hunt General Theory of Competition, Paperback (January 2000)

Shelby Hunt draws on economics, management, marketing and sociology to articulate resource-advantage theory. the author proceeds to illustrate how and why his theory may be used to explain and predict economic phenomena.

» View all books by Shelby Dean Hunt

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