Controversy in Marketing Theory: For Reason, Realism, Truth and Objectivity (Record no. 4261)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01604 a2200253 4500 |
| 001 - CONTROL NUMBER | |
| control field | 1315290871 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250317111603.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 250312042016GB eng |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781315290874 |
| 037 ## - SOURCE OF ACQUISITION | |
| Source of stock number/acquisition | Taylor & Francis |
| Terms of availability | GBP 49.99 |
| Form of issue | BB |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | 01 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | eng |
| 072 7# - SUBJECT CATEGORY CODE | |
| Subject category code | KJSM |
| Source | thema |
| 072 7# - SUBJECT CATEGORY CODE | |
| Subject category code | KJSM |
| Source | bic |
| 072 7# - SUBJECT CATEGORY CODE | |
| Subject category code | BUS000000 |
| Source | bisac |
| 072 7# - SUBJECT CATEGORY CODE | |
| Subject category code | EDU001000 |
| Source | bisac |
| 072 7# - SUBJECT CATEGORY CODE | |
| Subject category code | 658.8001 |
| Source | bisac |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Shelby D. Hunt |
| 245 10 - TITLE STATEMENT | |
| Title | Controversy in Marketing Theory: For Reason, Realism, Truth and Objectivity |
| Remainder of title | For Reason, Realism, Truth and Objectivity |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 1 |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | Oxford |
| Name of publisher, distributor, etc. | Routledge |
| Date of publication, distribution, etc. | 20160916 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 360 p |
| 520 ## - SUMMARY, ETC. | |
| Expansion of summary note | 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. |
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