Controversy In Marketing Theory

For Reason, Realism, Truth, and Objectivity

Auteur:
Shelby D. Hunt
ISBN:
9780765609311
ISBN10:
0765609312
Taal:
Engels
Bindwijze:
Hardback
Publicatiedatum:
maart 2003
Geillustreerd:
Ja
Pagina's:
328 pagina's
Afmetingen:
28x230x183 mm
Gewicht:
785 gram

Waar te koop:


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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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Algemene informatie

Titel:
Controversy In Marketing Theory
ISBN:
9780765609311
ISBN-10:
0765609312
Auteur:
Shelby D. Hunt

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