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

Controversy in Marketing Theory: For Reason, Realism, Truth, and Objectivity
ISBN-10
0765609312
ISBN-13
9780765609311
Category
Filosofi
Pages
364
Language
English
Published
2003
Publisher
M.E. Sharpe
Author
Shelby D. Hunt

Description

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.

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