Controversy in Marketing Theory: For Reason, Realism, Truth and Objectivity: For Reason, Realism, Truth and Objectivity
by Shelby Dean Hunt
- New
- Condition
- New
- ISBN 10
- 0765609320
- ISBN 13
- 9780765609328
- Seller
-
Southport, Merseyside, United Kingdom
Payment Methods Accepted
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.
Reviews
(Log in or Create an Account first!)
Details
- Bookseller
- The Saint Bookstore (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
Terms of Sale
The Saint Bookstore
Refunds or Returns: A full refund of the price paid will be given if returned within 30 days in undamaged condition. If the product is faulty, we may send a replacement.
About the Seller
The Saint Bookstore
Biblio member since 2018
Southport, Merseyside
About The Saint Bookstore
The Saint Bookstore specialises in hard to find titles & also offers delivery worldwide for reasonable rates.