Controversy in Marketing Theory: For Reason, Realism, Truth, and ObjectivityIn 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. |
Contents
LXXXVIII | 177 |
LXXXIX | 179 |
XC | 182 |
XCI | 183 |
XCII | 184 |
XCIII | 188 |
XCV | 189 |
XCVI | 191 |
XII | 17 |
XIII | 20 |
XIV | 23 |
XV | 26 |
XVI | 27 |
XVIII | 29 |
XIX | 30 |
XX | 31 |
XXII | 32 |
XXIII | 33 |
XXIV | 34 |
XXV | 36 |
XXVI | 37 |
XXVII | 38 |
XXVIII | 41 |
XXIX | 42 |
XXX | 45 |
XXXI | 47 |
XXXII | 48 |
XXXIII | 50 |
XXXIV | 53 |
XXXV | 54 |
XXXVII | 55 |
XXXVIII | 57 |
XXXIX | 60 |
XL | 62 |
XLI | 64 |
XLII | 67 |
XLIII | 73 |
XLV | 74 |
XLVI | 76 |
XLVII | 79 |
XLVIII | 82 |
XLIX | 86 |
L | 87 |
LI | 88 |
LII | 89 |
LIV | 90 |
LVI | 93 |
LVII | 95 |
LVIII | 98 |
LX | 99 |
LXI | 100 |
LXII | 102 |
LXIII | 105 |
LXIV | 107 |
LXV | 111 |
LXVI | 114 |
LXVII | 118 |
LXVIII | 120 |
LXIX | 126 |
LXX | 129 |
LXXI | 131 |
LXXII | 133 |
LXXIII | 135 |
LXXIV | 137 |
LXXV | 142 |
LXXVI | 147 |
LXXVII | 148 |
LXXVIII | 149 |
LXXIX | 151 |
LXXX | 153 |
LXXXI | 156 |
LXXXII | 158 |
LXXXIII | 161 |
LXXXIV | 164 |
LXXXV | 168 |
LXXXVI | 170 |
LXXXVII | 172 |
XCVII | 194 |
XCVIII | 196 |
XCIX | 199 |
C | 200 |
CI | 201 |
CII | 202 |
CIII | 204 |
CIV | 205 |
CV | 208 |
CVI | 210 |
CVIII | 212 |
CX | 214 |
CXI | 215 |
CXII | 216 |
CXIII | 217 |
CXIV | 219 |
CXV | 221 |
CXVI | 222 |
CXVII | 223 |
CXVIII | 225 |
CXIX | 226 |
CXX | 227 |
CXXII | 230 |
CXXIV | 232 |
CXXV | 235 |
CXXVI | 236 |
CXXVII | 237 |
CXXVIII | 238 |
CXXIX | 240 |
CXXX | 241 |
CXXXI | 242 |
CXXXIII | 244 |
CXXXIV | 246 |
CXXXV | 247 |
CXXXVI | 248 |
CXXXVII | 250 |
CXXXVIII | 253 |
CXL | 256 |
CXLI | 257 |
CXLII | 260 |
CXLIII | 263 |
CXLIV | 265 |
CXLV | 268 |
CXLVI | 270 |
CXLVII | 272 |
CXLVIII | 273 |
CXLIX | 275 |
CL | 277 |
CLI | 280 |
CLII | 281 |
CLIII | 285 |
CLV | 286 |
CLVI | 288 |
CLVIII | 290 |
CLIX | 291 |
CLX | 292 |
CLXI | 293 |
CLXII | 295 |
CLXIII | 297 |
CLXIV | 298 |
CLXV | 302 |
CLXVI | 303 |
CLXVII | 306 |
CLXVIII | 307 |
CLXIX | 308 |
311 | |
331 | |
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Controversy in Marketing Theory: For Reason, Realism, Truth, and Objectivity Shelby D. Hunt No preview available - 2003 |
Common terms and phrases
acceptance advocates Anderson argued argument believe causal certainty claim classical cognitive concept concludes consumer research contends critical relativism cultures discussion empirical testing ence entities evaluate example exist explain external world fact fallacy fallibilism false falsificationism Feyerabend fundamental goal Harré historical human Humean Humean skepticism Hunt idealism imply incommensurability inductive interpretation K-K thesis knowledge-claims Kuhn Kuhn's Kuhnian Lakatos language Laudan linguistic relativism logical empiricism logical empiricists logical positivism logical positivists marketing research marketing theory mathematics meaning measurement theories metaphysical method nature Newtonian mechanics nonsciences objectivity ontology Ozanne paradigm perception Peter and Olson phenomena philosophy of science Popper position postmodernism problem quantum mechanics rational reality relativism reason reject relativists research program research tradition rival scientific knowledge scientific progress scientific realism scientific theories scientists smallpox social science structure success Suppe theoretical terms theory of science theory of truth tion tive true Vienna Circle Wittgenstein