๐”– Bobbio Scriptorium
โœฆ   LIBER   โœฆ

Enhancing marketing theory in academic research

โœ Scribed by David W. Stewart; George M. Zinkhan


Book ID
111760138
Publisher
Sage Publications
Year
2006
Tongue
English
Weight
389 KB
Volume
34
Category
Article
ISSN
0092-0703

No coin nor oath required. For personal study only.


๐Ÿ“œ SIMILAR VOLUMES


Truth in Marketing Theory and Research
โœ Shelby D. Hunt ๐Ÿ“‚ Article ๐Ÿ“… 1990 ๐Ÿ› American Marketing Association ๐ŸŒ English โš– 606 KB
Truth in Marketing Theory and Research
โœ Shelby D. Hunt ๐Ÿ“‚ Article ๐Ÿ“… 1990 ๐Ÿ› American Marketing Association ๐ŸŒ English โš– 606 KB

The traditional view of truth as the central goal of marketing theory and research has been questioned in marketing's crisis literature by proponents of relativistic truth and critical relativism. Hunt reviews the development of the relativist views on truth. He then discusses a philosophy of scienc