Marketing Theory Debates (Rationality, Realism, Authenticity, and Objectivity)

Author: Shelby D. Hunt (Author), translated by Chen Qijie et al.
Publisher:
Publish Date: 2006-07-01
Features: This book is a companion volume to The Foundations of Marketing Theory: The General Theory of Marketing Science [Hunt (2002a)]. Like the parts of Hunt's works published in 1976 (1976a), 1983 (1983b), and 1991 (part 1991a), this book focuses on traditional scientific philosophy topics in marketing theory: the structure and form of scientific explanation, scientific laws, and theories. It also considers the Resource-Based Advantage Theory as part of the general theory of marketing. In contrast, Marketing Theory Debates: Rationality, Realism, Truth, and Objectivity focuses on what are called "philosophical debates in marketing." Like the second part of Hunt's 1991 work (1991a), this book employs a historical approach to examine debates in marketing that involve different philosophical "schools," including logical positivism, logical empiricism, classical empiricism, classical rationalism, classical realism, idealism, and relativism. Chapters 2–5 analyze the historical evolution of these different philosophical "schools," while Chapters 6–9 use historical materials to provide detailed analyses of specific debates in marketing theory. Therefore, using both Marketing Theory Debates: Rationality, Realism, Truth, and Objectivity and The Foundations of Marketing Theory: The General Theory of Marketing together can provide a complete combination for marketing theory courses and research studies.