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Controversy in Marketing Theory

Shelby D. Hunt (Author)
Synopsis 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. 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?
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About the author

Shelby D. Hunt

Shelby D. Hunt is the Jerry S. Rawls and P.W. Horn Professor of Marketing at Texas Tech University. He has written numerous articles on competitive theory, macromarketing, ethics, channels of distribution, philosophy of science, and marketing theory. Three of his Journal of Marketing articles have won the Harold H. Maynard Award as the “best article on marketing theory.” He has been honored with lifetime achievement awards for his teaching and research from his teaching and research from the American Marketing Association, the Academy of Marketing Science, and the Society for Marketing Advances.

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Bibliographic information

Title Controversy in Marketing Theory
Format Hardcover
Date published: 01.01.2004
Edition 1st ed.
Publisher Spring Books
Language: English
isbn 8188817074
length xiv+345p., Figures; References; Index; 26cm.