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Controversy in Marketing Theory: For Reason, Realism, Truth by Shelby D. Hunt

By Shelby D. Hunt

during this ebook special theorist and writer Shelby D. Hunt analyzes the main controversies within the "philosophy debates" raging through the box of selling. utilizing an old process, Hunt argues opposed to relativism and for medical realism as a philosophy for steering advertising examine and idea. He additionally indicates how the pursuit of fact and objectivity in advertising study are either attainable and fascinating. particular controversies analyzed within the booklet comprise: Does positivism dominate advertising and marketing learn? Does positivism suggest quantitive equipment? Is relativism a suitable beginning for advertising study? Does relativism indicate pluralism, tolerance, and openness? should still advertising pursue the target of goal learn? an awesome spouse to Hunt's vintage textual content, Foundations of selling idea, this quantity may be both helpful by itself in any graduate point direction on advertising and marketing theory.

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