Shelby D. Hunt Forfatter
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Controversy in Marketing Theory: For Reason, Realism, Truth and Objectivity: For Reason, Realism, Truth and Objectivity (Bog, Paperback / softback, Engelsk)
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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