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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.

Produktbeschreibung
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.
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Autorenporträt
Shelby D. Hunt