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Controversy in Marketing Theory: for Reason, Realism, Truth and Objectivity : For Reason, Realism, Truth and Objectivity by Shelby D. Hunt (2003, Hardcover)

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Controversy in Marketing Theory : For Reason, Realism, Truth, and Objectivity, Hardcover by Hunt, Shelby D., ISBN 0765609312, ISBN-13 9780765609311, Brand New, Free shipping in the US This volume is conceived as a companion to Hunt's (marketing, Texas Tech U., Lubbock) 2002 Foundations of Marketing Theory . In the present volume, Hunt reviews the origins of marketing theory in the theories of natural history beginning with Plato, then describes the theories of classical realism, historical relativism, post-relativistic philosophies, and scientific realism. Controversies in philosophy debates on marketing, including positivism versus qualitative methods, and notions of truth and objectivity in marketing research are described. Annotation (c) Book News, Inc., Portland, OR ()

About this product

Product Identifiers

PublisherRoutledge

ISBN-100765609312

ISBN-139780765609311

eBay Product ID (ePID)2270737

Product Key Features

Number of Pages360 Pages

Publication NameControversy in Marketing Theory: for Reason, Realism, Truth and Objectivity : For Reason, Realism, Truth and Objectivity

LanguageEnglish

SubjectAdministration / General, General

Publication Year2003

TypeTextbook

AuthorShelby D. Hunt

Subject AreaPhilosophy, Education, Business & Economics

FormatHardcover

Dimensions

Item Weight16 Oz

Item Length9 in

Item Width6 in

Additional Product Features

Intended AudienceCollege Audience

IllustratedYes

Table Of Content1. 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

SynopsisThis work analyses the major controversies in the "philosophy debates" raging throughout the field of marketing. Using an historical approach, it argues against relativism and for scientific realism as a philosophy for guiding marketing research and theory., 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.

LC Classification NumberHF5415.H868 2003