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

Explore the intricate landscape of marketing philosophy with Controversy in Marketing Theory: For Reason, Realism, Truth and Objectivity by Shelby D. Hunt. Published by Taylor & Francis Ltd in 2003, this compelling paperback spans 360 pages, delving into the significant controversies that shape marketing theory today.

Hunt employs a historical perspective to challenge the prevailing notions of relativism, advocating instead for scientific realism as a guiding philosophy for marketing research and theory. This thought-provoking work is essential for scholars, practitioners, and anyone interested in understanding the foundational debates that influence marketing practices. Join the discourse and enrich your knowledge with this insightful examination of marketing's philosophical underpinnings.