Marketing Theory: Philosophy of Science Perspectives, edited by Ronald F. Bush and Shelby D. Hunt, is a collection of papers presented at the Third Special Conference on Marketing Theory held in Texas in February 1982. The papers cover six topics: philosophy of science, general theory, channels of distribution, consumer and industrial buyer behavior, macromarketing, and research methodology. The papers present theoretical structures of marketing discipline capable of generating hypotheses worthy of testing with techniques prevalent during the 1980s.
Ronald F. Bush
Dr. Ronald F. Bush is Distinguished Professor in Marketing Studies in the Department of Marketing and Economics at the University of West Florida. He specializes in marketing research. Professor Bush has authored and co-authored several books on the marketing research process, its characteristics, as well as marketing research design and its fundamentals.