Marketing Theory - Hunt, Shelby D.; Publishers, Vibrant
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Explore the foundational debates shaping marketing thought with Philosophy of Science: Controversies in Marketing by Shelby D. Hunt. This book delves into the philosophical underpinnings of marketing theories, unraveling the discussions on realism vs. relativism, the nature of scientific progress, and the role of methodology in marketing research. Hunt presents a rigorous analysis of how philosophical debates impact the way marketing theories are developed, tested, and applied. Through accessible explanations, the book guides readers through critical topics such as scientific realism, the…mehr

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Produktbeschreibung
Explore the foundational debates shaping marketing thought with Philosophy of Science: Controversies in Marketing by Shelby D. Hunt. This book delves into the philosophical underpinnings of marketing theories, unraveling the discussions on realism vs. relativism, the nature of scientific progress, and the role of methodology in marketing research. Hunt presents a rigorous analysis of how philosophical debates impact the way marketing theories are developed, tested, and applied. Through accessible explanations, the book guides readers through critical topics such as scientific realism, the theory-ladenness of observations, and the structure of scientific revolutions. Ideal for both students and scholars, this work challenges marketers to think critically about the foundational beliefs that shape the field. By fostering a deeper understanding of philosophy's role in marketing, Hunt's insights push the boundaries of conventional thought, offering readers a more comprehensive view of marketing as a discipline.
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Autorenporträt
SHELBY D. HUNT Late Shelby D. Hunt was the Jerry S. Rawls and P.W. Horn Professor of Marketing at the Rawls College of Business, Texas Tech University, Lubbock, Texas, USA. A past editor of the Journal of Marketing (1985-87), he was the author of numerous books, including Foundations of Marketing Theory: Toward a General Theory of Marketing (2002), Controversy in Marketing Theory: For Reason, Realism, Truth, and Objectivity (2003), and A General Theory of Competition: Resources, Competences, Productivity, Economic Growth (2000). One of the 250 most frequently cited researchers in economics and business (Thomson-ISI), he wrote numerous articles on competitive theory, strategy, macromarketing, ethics, relationship marketing, channels of distribution, philosophy of science, and marketing theory. Three of his Journal of Marketing articles won the Harold H. Maynard Award for the "best article on marketing theory." His 1994 Journal of Marketing article "Commitment and Trust," with Robert M. Morgan, was the most highly cited article in economics and business in the 1993-2003 decade (Thomson-ISI). For his contributions to theory and science in marketing, he received multiple other distinguished awards.