Controversy in Marketing Theory
Price: $56.70 $63.00
Author
Edition
1st ed.
Publisher
ISBN
8188817074
Length
xiv+345p., Figures; References; Index; 26cm.
Subjects
This volume analyzes the major controversies in the “philosophy debates†in marketing and is an ideal companion to Shelby Hunt’s classic text, Foundations of Marketing Theory. Using a historical approach, this book: (a) critically evaluates such philosophical “isms†as logical positivism, logical empiricism, and relativism and: (b) argues for scientific realism as a philosophy for guiding marketing theory and research. It also shows how the pursuit of ...
