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

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

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

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Item specifics

Condition:

Good: A book that has been read but is in good condition. Very minimal damage to the cover including scuff
Publication Year: 2003
Format: Paperback Language: English
ISBN:

9780765609328

EAN:

9780765609328

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

Product Details

Synopsis
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. This volume analyzes the major controversies in the “philosophy debates” in marketing and is an ideal companion to Shelby Hunt’s classic text, Foundations of Marketing Theory, published by M.E. Sharpe in 2002. Using a historical approach, this book: (a) critically evaluates such philosophical “isms” as logical positivism, logical empiricism, and relativism and; (b) argues for scientific realism as a philosophy for guiding marketing theory and research. It also shows how the pursuit of truth and objectivity are objectives of marketing research that are both possible and desirable. Specific controversies analyzed in the book include: Does positivism dominate marketing research? Does positivism imply quantitative methods? Is relativism an appropriate foundation for marketing research? Does relativism imply pluralism, tolerance, and openness? Should marketing pursue the goal of objective research? Book jacket.

Product Identifiers
ISBN-10 0765609320
ISBN-13 9780765609328
eBay Product ID (ePID) 2271964

Key Details
Author Shelby D. Hunt
Number Of Pages 360 pages
Format Paperback
Publication Date 2003-03-31
Language English
Publisher Routledge
Publication Year 2003

Additional Details
Copyright Date 2003
Illustrated Yes

Dimensions
Weight 21.7 Oz
Width 6 In.
Length 9 In.

Target Audience
Group College Audience

Classification Method
LC Classification Number HF5415.H868 2003
Dewey Decimal 658.8/001
Dewey Edition 21

Table Of Content
1. Introduction 2. Natural Philosophy and the Rise of Science: From Plato to Hegel 3. The Development of the Philosophy of Science Discipline: From Classical Realism to Logical Empiricism 4. The Rise and Fall of Historical Relativism in Philosophy of Science 5. Post-Relativistic Philosophy of Science 6. On Science, Qualitative Methods, and Marketing Research 7. On Truth and Marketing Research 8. On Objectivity and Marketing Research 9. On Scientific Realism and Marketing Research

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