Marketing Theory: Philosophy of Science Perspectives

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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.

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Book Information

Pages: 315
Published: 1982
New Copyright: 2012
ISBN: 9781613112281
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Author information


Ronald F. Bush 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.


Shelby D. Hunt Shelby D. Hunt

Shelby D. Hunt is the Jerry S. Rawls and P. W. Horn Professor of Marketing at Texas Tech University in Lubbock, Texas. He has written numerous articles on competitive theory, macromarketing, ethics, channels of distribution, philosophy of science, and marketing theory.

As one of the 250 most frequently cited researchers in economics and business (Thompson-ISI), he has written numerous articles on competitive theory, macromarketing, ethics, channels of distribution, philosophy of science, and marketing theory. Three of his Journal of Marketing articles, “The Nature and Scope of Marketing” (1976), “General Theories and Fundamental Explananda of Marketing” (1983), and, with Robert M. Morgan, “The Comparative Advantage Theory of Competition” (1995), won the Harold H. Maynard Award for the “best article on marketing theory.” His 1985 Journal of Business Research article with Lawrence B. Chonko, “Ethics and Marketing Management,” received the 2000 Elsevier Science Exceptional Quality and High Scholarly Impact award. His 1989 article, “Reification and Realism in Marketing: in Defense of Reason,” won the Journal of Macromarketing Charles C. Slater Award. His 1994, “Commitment and Trust,” Journal of Marketing article, with Robert M. Morgan, is the most highly cited article in economics and business (1993-2003).

For his contributions to theory and science in marketing, he received the 1986 Paul D. Converse Award from the American Marketing Association, the 1987 Outstanding Marketing Educator Award from the Academy of Marketing Science, the 1992 American Marketing Association/Richard D. Irwin Distinguished Marketing Educator Award, and the 2002 Society for Marketing Advances/Elsevier Science Distinguished Scholar Award.

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