First, by incorporating an analysis of the controversy concerning the definition of marketing, Hunt more completely develops the thesis that marketing is a professional discipline that has multiple stakeholders.
Second, four new chapters are added and adapted from Hunt’s Controversy in Marketing Theory. These chapters analyze the “philosophy debates” within the field, including the controversies with respects to scientific realism, qualitative methods, truth, and objectivity.
Table of Content
Part 1 The Nature of Marketing and Science
2 On the Marketing Discipline
Part 2 The Foundations of Marketing Theory
3 On the Morphology of Explanation
4 Explanation: Issues and Aspects
5 On the Morphology of Scientiﬁc Laws
6 Scientiﬁc Laws: Issues and Aspects
7 On the Morphology of Theory
8 Theory: Issues and Aspects
Part 3 Controversy in Marketing Theory
9 On Scientiﬁc Realism and Marketing Research
10 On Science/Nonscience, Qualitative Methods, and Marketing Research
11 On Truth and Marketing Research
12 On Objectivity and Marketing Research
Part 4 Toward a General Theory of Marketing
13 On the Resource-Advantage (R-A) Theory of Competition
14 Competition Theory, Alderson’s Market Processes Theory, and R-A Theory
15 Strategy and R-A Theory
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