Truth in Marketing: A theory of claim-evidence relations

By Thomas Boysen Anker

This book develops a theory of truth in marketing and discusses the implications for consumers, marketing professionals and policymakers. It demonstrates that claim-evidence relations in marketing are extremely complex, comprising factual, symbolic and context claims. Using a wide selection of engaging global examples and cases, this book sets out the issues - the problem of truth in marketing, a theory of truth in marketing, and the wider significance of marketing truth for society. This engaging book is a provocative read for all scholars and educators in marketing, marketing/business ethics and CSR.

• Format: Hardcover
• Language: English
• ISBN: 1138849197
• ISBN13: 9781138849198
• Release Date: April 2016
• Publisher: Routledge
• Length: 130 Pages
• Weight: 0.65 lbs.
• Dimensions: 0.6" x 5.5" x 8.6"