Marketing Theory Basics - General Theories of Marketing

Author: Shelby D. Hunt
Publisher:
Publish Date: 2006-08-01
Features: "Controversies in Marketing Theory—Rationality, Realism, Truth, and Objectivity" and "Foundations of Marketing Theory—The General Theory of Marketing" are hailed as rare "eternal classics" in the field of marketing. They can be considered the (representative works) of Professor Hunt's academic achievements. 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 the non-profit sector?", "Is positivism dominant in marketing research?", "Does positivism mean quantitative research methods?", "Are qualitative research methods more important in marketing?", "How can marketing phenomena be scientifically explained?", "Can we understand marketing phenomena without being able to explain or predict them?", "What is theory? What is its role in marketing research?"—providing eloquent and scientific answers. Undoubtedly, the theories and perspectives expounded by Professor Hunt in these two monumental works hold a crucial position in the theoretical system of marketing. These fundamental questions are of concern and should be understood by every marketing practitioner and theorist. This book is the Chinese translation of... "Controversies in Marketing Theory—Rationality, Realism, Truth, and Objectivity" and "Foundations of Marketing Theory—The General Theory of Marketing" are hailed as rare "eternal classics" in the field of marketing. They can be considered the representative works of Professor Hunt's academic achievements. 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 the non-profit sector?", "Is positivism dominant in marketing research?", "Does positivism mean quantitative research methods?", "Are qualitative research methods more important in marketing?", "How can marketing phenomena be scientifically explained?", "Can we understand marketing phenomena without being able to explain or predict them?", "What is theory? What is its role in marketing research?"—providing eloquent and scientific answers. Undoubtedly, the theories and perspectives expounded by Professor Hunt in these two monumental works hold a crucial position in the theoretical system of marketing. These fundamental questions are of concern and should be understood by every marketing practitioner and theorist. This book is the Chinese translation of...