| Title | : | Controversy in Marketing Theory: For Reason, Realism, Truth and Objectivity |
| Author | : | |
| Rating | : | 4.83 (389 Votes) |
| Asin | : | 0765609320 |
| Format Type | : | Paperback |
| Number of Pages | : | 360 Pages |
| Publish Date | : | 2003-04-02 |
| Genre | : |
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.
Editorial :
The result feels more like a compilation of facts, rather than a cohesive book.
I also feel like Gallo occasionally lost her way, providing far too much content on unrelated issues. Worth checking out. "The man grew smaller and the machine grew larger," he writes. I am an attorney in Southern California and I have been representing clients in neighbor vs. I received this booklet as a complimentary copy in exchange for an unbiased review.
Even though in our culture we joke about and snicker over things of a sexual matter, we seldom speak seriously and publicly about them. It does not insist on the technicalities proper to the examples but rather tries to gather what one can learn from specific situations concerning the necessary components for complexity to arise.
Focus is on intuition and global understanding, not on mathematical aspects. I. this is a very informative book. Costello has penned a very sympathetic, but clear biography of Macmurray. In Want of a
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