Controversy in Marketing Theory: For Reason, Realism, Truth and Objectivity: For Reason, Realism, Truth and Objectivity
de Shelby Dean Hunt
- Nuevo
- Estado
- Nuevo
- ISBN 10
- 0765609320
- ISBN 13
- 9780765609328
- Librería
-
Southport, Merseyside, United Kingdom
Formas de pago aceptadas
Sobre este artículo
New. 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.
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Detalles
- Librería
- The Saint Bookstore (GB)
- Inventario del vendedor #
- A9780765609328
- Título
- Controversy in Marketing Theory: For Reason, Realism, Truth and Objectivity: For Reason, Realism, Truth and Objectivity
- Autor
- Shelby Dean Hunt
- Estado del libro
- Nuevo
- Cantidad disponible
- 1
- Encuadernación
- Tapa blanda
- ISBN 10
- 0765609320
- ISBN 13
- 9780765609328
- Editorial
- Routledge
- Primera fecha de publicación de esta edición
- 2003-03
Términos de venta
The Saint Bookstore
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Sobre el vendedor
The Saint Bookstore
Miembro de Biblio desde 2018
Southport, Merseyside
Sobre The Saint Bookstore
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