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Book Summary of Controvercy in Marketing Theory for Reason, ,
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 show 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?
About Author :
Shelby D.Hunt is the Jerry S. Rawls and P.W. Horn Professor of Marketing at Texas Tech Univeristy. He has written numerous articles on competitive theory, macromarketing, ethics, channels of distribution, philosophy of science, and marketing theory. Three of his journal of Marketing articles have won the Harold H. Maynard Award as teh "best article on Marketing theory." He has been honored with lifetime achievement awards for this teaching and research from the American Marketing Association, the Academy of Marketing Science, and the Society for Marketing Advances.
Contents :
Preface
Introduction
Natural Philosophy and the Rise of Science: From Plato to Hegel
The Development of the Philosophy of Science Discipline: From Classical Realism to Logical Empiricism
The Rise and Fall of Historical Relativism in Philosophy of Science
Post-Relativistic Philosophy of Science
On Science, Qualitative Methods, and Marketing Research
On Truth and Marketing Research
On Objectivity and Marketing Research
On Scientific Realism and Marketing Research
References
Index ISBN
9788155517074
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Pages : 356
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