Overview
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.
- | Author: Shelby D. Hunt
- | Publisher: Routledge
- | Publication Date: Mar 31, 2003
- | Number of Pages: 360 pages
- | Binding: Paperback or Softback
- | ISBN-10: 0765609320
- | ISBN-13: 9780765609328
