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

By Shelby D. Hunt

Book Overview

This 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.

• Format: Paperback
• Language: English
• ISBN: 0765609320
• ISBN13: 9780765609328
• Release Date: March 2003
• Publisher: Routledge
• Length: 360 Pages
• Weight: 1.40 lbs.
• Dimensions: 0.9" x 7.0" x 9.6"