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Controversy in Marketing Theory

Controversy in Marketing Theory

Shelby D. Hunt

409,53 €
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Editorial:
Taylor & Francis Ltd
Año de edición:
2003
Materia
Empresa y gestión
ISBN:
9780765609311

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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.

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