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

For Reason, Realism, Truth and Objectivity

Nonfiction, Reference & Language, Education & Teaching, Administration, Business & Finance
Cover of the book Controversy in Marketing Theory: For Reason, Realism, Truth and Objectivity by Shelby D. Hunt, Taylor and Francis
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Author: Shelby D. Hunt ISBN: 9781315290874
Publisher: Taylor and Francis Publication: September 16, 2016
Imprint: Routledge Language: English
Author: Shelby D. Hunt
ISBN: 9781315290874
Publisher: Taylor and Francis
Publication: September 16, 2016
Imprint: Routledge
Language: English

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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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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