Controversy in Marketing Theory
For Reason, Realism, Truth and Objectivity
By (author) Shelby Dean Hunt
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Controversy in Marketing Theory by Shelby Dean Hunt
Book DescriptionIn 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 DetailsISBN: 9780765609328
(229mm x 152mm x 22mm)
Imprint: M.E. Sharpe
Publisher: Taylor & Francis Inc
Publish Date: 31-Mar-2003
Country of Publication: United States
Books By Author 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, Paperback (January 2000)» View all books by Shelby Dean Hunt
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.
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