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

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. This volume analyzes the major controversies in the "philosophy debates" in marketing and is an ideal companion to Shelby Hunt's classic text, Foundations of Marketing Theory, published by M.E. Sharpe in 2002. Using a historical approach, this book: (a) critically evaluates such philosophical "isms" as logical positivism, logical empiricism, and relativism and; (b) argues for scientific realism as a philosophy for guiding marketing theory and research. It also shows how the pursuit of truth and objectivity are objectives of marketing research that are both possible and desirable. Specific controversies analyzed in the book include: Does positivism dominate marketing research? Does positivism imply quantitative methods? Is relativism an appropriate foundation for marketing research? Does relativism imply pluralism, tolerance, and openness? Should marketing pursue the goal of objective research? Shelby Hunt analyses the major controversies in the philosophical debates currently raging in marketing theory. Using an historical approach, he argues against relativism and for scientific realism as a philosophy for guiding marketing research and theory