Debate on Marketing Theory: Rationality, Realism, Authenticity, and Objectivity

Author: Shelby D. Hunt
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 from 1976 (1976a), 1983 (1983b), and 1991 (1991a), this book focuses on traditional scientific philosophy topics in marketing theory: the structure and forms 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 Controversies—Rationality, Realism, Truth, and Objectivity focuses on what are called "philosophical controversies in marketing." Like the second part of Hunt's 1991 work (1991a), this book employs a historical approach to examine controversies 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 a detailed analysis of specific controversies in marketing theory. Therefore, using both Marketing Theory Controversies—Rationality, Realism, Truth, and Objectivity and The Foundations of Marketing Theory—The General Theory of Marketing Science together can provide a complete combination for marketing theory courses and research studies.