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

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

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

by Shelby Dean Hunt

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ISBN 10
0765609320
ISBN 13
9780765609328
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About This Item

New. 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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Bookseller
The Saint Bookstore GB (GB)
Bookseller's Inventory #
A9780765609328
Title
Controversy in Marketing Theory: For Reason, Realism, Truth and Objectivity: For Reason, Realism, Truth and Objectivity
Author
Shelby Dean Hunt
Book Condition
New New
Quantity Available
1
Binding
Paperback
ISBN 10
0765609320
ISBN 13
9780765609328
Publisher
Routledge
This edition first published
2003-03

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The Saint Bookstore

Seller rating:
This seller has earned a 5 of 5 Stars rating from Biblio customers.
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Southport, Merseyside

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