Managing in the Global Economy |
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| Author:
| Steers, Richard M.
Nardon, Luciara |
| ISBN: | 978-0-7656-2017-0 |
| Publication Date: | Jan 2006 |
| Publisher: | Ebsco Publishing
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| Book Format: | Ebook |
| List Price: | USD $93.00 |
Book Description:
|
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.
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.