Controversy in marketing theory: for reason, realism, truth and objectivity: for reason, realism, truth and objectivity
Auteur :
Hunt, Shelby D.
Éditeur :
Taylor & Francis Ltd
ISBN :
9780765609328
Date de publication :
31 mars 2003
Dimensions :
22,9 x 15,2 cm
Poids :
612 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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.