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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.
Ideal for readers interested in business leadership & management.
Title: Controversy in Marketing Theory: For Reason, Realism, Truth and Objectivity
Format: Hardback Book
Release Date: 31 Mar 2004
Author: Shelby D. Hunt
Sku: 3372553
Catalogue No: 9780765609311
Category: Business Leadership & Management
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