ABSTRACT
One of the true classics in Marketing is now thoroughly revised and updated. "Marketing Theory" is both evolutionary and revolutionary. As in earlier editions, Shelby Hunt focuses on the marketing discipline's multiple stakeholders. He articulates a philosophy of science-based 'tool kit' for developing and analyzing theories, law-like generalizations, and explanations in marketing science. Hunt adds a new dimension to the book, however, by developing arguments for the position that Resource-Advantage Theory provides the foundation for a general theory of marketing and a theoretical foundation for business and marketing strategy. Also new to this edition are four chapters adapted and updated from Hunt's "Controversy in Marketing Theory" that analyze the 'philosophy debates' within the field, including controversies with respect to scientific realism, qualitative methods, truth, and objectivity.
TABLE OF CONTENTS
part |74 pages
The Nature of Marketing and Science
chapter |43 pages
Introduction
chapter |29 pages
On the Marketing Discipline
part |148 pages
The Foundations of Marketing Theory
chapter |27 pages
On the Morphology of Explanation
chapter |26 pages
Explanation: Issues and Aspects
chapter |17 pages
On the Morphology of Scientific Laws
chapter |24 pages
Scientific Laws: Issues and Aspects
chapter |28 pages
On the Morphology of Theory
chapter |24 pages
Theory: Issues and Aspects
part |134 pages
Controversy in Marketing Theory
chapter |31 pages
On Scientific Realism and Marketing Research
chapter |30 pages
On Science/Nonscience, Qualitative Methods, and Marketing Research
chapter |32 pages
On Truth and Marketing Research
chapter |39 pages
On Objectivity and Marketing Research
part |76 pages
Toward a General Theory of Marketing