Marketing Theory Basics (General Theory of Marketing)

Author: Shelby D. Hunt (Hunt, S.D.) wrote, translated by Chen Qijie et al.
Publisher:
Publish Date: 2006-08-01
Features: "Controversies in Marketing Theory—Rationality, Realism, Authenticity, and Objectivity" and "Foundations of Marketing Theory—The General Theory of Marketing" are two rare "eternal classics" in the field of marketing, considered representative works in a series of academic achievements by Professor Hunt. In these two sister volumes, typically used together, Professor Hunt comprehensively and profoundly discusses controversies such as "Is marketing a science?", "Does marketing have its own fundamental theories?", "Can the scope of marketing be extended to non-profit organizations?", "Is positivism dominant in marketing research?", "Does positivism mean quantitative research methods?", "Are qualitative research methods more important in the marketing process?", "How can marketing phenomena be scientifically explained?", "Can we understand marketing phenomena without the ability to explain or predict them?", "What is theory? What is its role in marketing research?", and provides scientific answers to these debates. Undoubtedly, the theories and viewpoints expounded by Professor Hunt in these two monumental works hold a crucial position in the theoretical system of marketing. These fundamental issues are of concern and understanding to every marketing practitioner (and should be). This is the Chinese translation of the book... Shelby D. Hunt is a professor of marketing at Texas Tech University. His research covers theory, macro marketing, ethics, distribution channels, scientific philosophy, and marketing theory. Three of his articles published in the Journal of Marketing received the Harold H. Maynard Award for "Best Marketing Theory Paper." His 1985 co-authored article titled "The Ethics of Theory and Marketing Management," published in the Journal of Business Research, won the 2002 Elsevier-Scopus Outstanding and Highly Cited Academic Award. His 1968 paper—"Specificity and Realism in Marketing: A Defense of Rationality"—received the Charles C. Slatter Award for Macro Marketing Research. For his contributions to marketing theory and discipline, he received the 1986 Paul D. Converse Award from the American Marketing Association, the 1987 Distinguished Marketing Educator Award from the American Marketing Science Association, and the 2002 Elsevier-Scopus Outstanding Scholar Award from the American Marketing Association. Jerry Z. Sahlman of the Harvard Business School remarked: "Shelby D. Hunt has once again provided the profession with an indispensable book. Beyond the value offered by the book's content, Hunt provides an excellent example of carefully framing a debate and offering rich explanations. This book should be required reading for all doctoral students." Robert Lusch of Texas Christian University commented on the work: "Shelby D. Hunt's revision of Foundations of Marketing Theory continues the tradition of the previous three editions in providing a clear framework for developing marketing thought and research. Although not everyone will agree with Hunt's views and methods, no one who reads this book will fail to understand the key questions of scientific philosophy and Hunt's perspectives on these issues. Marketing scientists around the world now and in the future will study and debate every chapter, which will also promote the advancement of marketing science practice." Arch Woodside of Boston College remarked: "Through this classic work, Shelby D. Hunt provides the core value to our profession in explaining how to create theories that help deeply understand the marketing process."