1st Edition
Controversy in Marketing Theory: For Reason, Realism, Truth and Objectivity For Reason, Realism, Truth and Objectivity
By Shelby D. Hunt
Copyright 2003
360 Pages
by
Routledge
360 Pages
by
Routledge
360 Pages
by
Routledge
Also available as eBook on:
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... Read more
1. 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
Biography
Shelby D. Hunt
