Controversy in Marketing Theory: For Reason, Realism, Truth and Objectivity

Controversy in Marketing Theory: For Reason, Realism, Truth and Objectivity

by Shelby D. Hunt
     
 

This volume is conceived as a companion to Hunt's (marketing, Texas Tech U., Lubbock) 2002 Foundations of Marketing Theory. In the present volume, Hunt reviews the origins of marketing theory in the theories of natural history beginning with Plato, then describes the theories of classical realism, historical relativism, post-relativistic philosophies, and scientific…  See more details below

Overview

This volume is conceived as a companion to Hunt's (marketing, Texas Tech U., Lubbock) 2002 Foundations of Marketing Theory. In the present volume, Hunt reviews the origins of marketing theory in the theories of natural history beginning with Plato, then describes the theories of classical realism, historical relativism, post-relativistic philosophies, and scientific realism. Controversies in philosophy debates on marketing, including positivism versus qualitative methods, and notions of truth and objectivity in marketing research are described. Annotation (c)2003 Book News, Inc., Portland, OR

Product Details

ISBN-13:
9780765609311
Publisher:
Taylor & Francis
Publication date:
03/31/2003
Pages:
328
Product dimensions:
7.30(w) x 9.50(h) x 1.10(d)

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >