Controversy in Marketing Theory

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 truth and objectivity are objectives of marketing research that are both possible and desirable. Specific controversies analyzed in the book include: Does positivism dominate marketing research? Does positivism imply quantitative methods? Is relativism an appropriate foundation for marketing research? Does relativism imply pluralism, tolerance, and openness? Should marketing pursue the goal of objective research?