Controversy in Marketing Theory

Autorentext
SHELBY D. HUNT Late Shelby D. Hunt was the Jerry S. Rawls and P.W. Horn Professor of Marketing at the Rawls College of Business, Texas Tech University, Lubbock, Texas, USA. A past editor of the Journal of Marketing (1985-87), he was the author of numerous books, including Foundations of Marketing Theory: Toward a General Theory of Marketing (2002), Controversy in Marketing Theory: For Reason, Realism, Truth, and Objectivity (2003), and A General Theory of Competition: Resources, Competences, Productivity, Economic Growth (2000). One of the 250 most frequently cited researchers in economics and business (Thomson-ISI), he wrote numerous articles on competitive theory, strategy, macromarketing, ethics, relationship marketing, channels of distribution, philosophy of science, and marketing theory. Three of his Journal of Marketing articles won the Harold H. Maynard Award for the "best article on marketing theory." His 1994 Journal of Marketing article "Commitment and Trust," with Robert M. Morgan, was the most highly cited article in economics and business in the 1993-2003 decade (Thomson-ISI). For his contributions to theory and science in marketing, he received multiple other distinguished awards.

Klappentext
This work analyses the major controversies in the "philosophy debates" raging throughout the field of marketing. Using an historical approach, it argues against relativism and for scientific realism as a philosophy for guiding marketing research and theory.

Inhalt
1: Introduction; 2: Natural Philosophy and the Rise of Science: From Plato to Hegel; 3: The Development of the Philosophy of Science Discipline: From Classical Realism to Logical Empiricism; 4: The Rise and Fall of Historical Relativism in Philosophy of Science; 5: Post-Relativistic Philosophy of Science; 6: On Science, Qualitative Methods, and Marketing Research; 7: On Truth and Marketing Research; 8: On Objectivity and Marketing Research; 9: On Scientific Realism and Marketing Research

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