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Controversy in Marketing Theory : For Reason, Realism, Truth, and Objectivity. S.D.ハント著 マーケティング理論論争
・ISBN 978-0-7656-0931-1 hard GB£ 260.00
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・ISBN 978-0-7656-0932-8 paper GB£ 55.99
￥17,737.- (税込) ※（※）価格はご注文時の参考価格となります。
納品価格につきましては書籍の入荷時点で確定となります。
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お気に入り
★★★
電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-1-315-29089-8
| 著者・編者 | Hunt, Shelby D., |
|---|---|
| 出版社 | (Sharpe, US) |
| 出版年月 | 2003 |
| ページ数 | 360 pp. |
| 言語 | ENG |
| ニュース番号 | ＜495-480＞ |
解説
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.