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Controversy in Marketing Theory: For Reason, Realism, Truth and Objectivity

By: Shelby D. Hunt (Author)

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Ksh 48,000.00

Format: Hardback or Cased Book

ISBN-13: 9780765609311

Publisher: Taylor & Francis Ltd

Publication Date: Mar 31st, 2003

Dimension: 22.90 x 15.20 x 45.30 cms

Category: Market research

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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.

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