Controversy in Marketing Theory: For Reason, Realism, Truth by Shelby D. Hunt

By Shelby D. Hunt

During this ebook uncommon theorist and writer Shelby D. Hunt analyzes the main controversies within the "philosophy debates" raging during the box of selling. utilizing an old strategy, Hunt argues opposed to relativism and for clinical realism as a philosophy for directing advertising study and conception. He additionally exhibits how the pursuit of fact and objectivity in advertising examine are either attainable and fascinating. particular controversies analyzed within the publication contain: Does positivism dominate advertising and marketing learn? Does positivism suggest quantitive tools? Is relativism a suitable origin for advertising study? Does relativism suggest pluralism, tolerance, and openness? may still advertising and marketing pursue the target of target study? a terrific significant other to Hunt's vintage textual content, Foundations of promoting thought, this quantity could be both beneficial by itself in any graduate point path on advertising and marketing conception.

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Therefore, a good idea never wins over a bad idea and a true idea never refutes a false one, the synthesis is always an inexorable (Hegel is deterministic) combination of the two. For example, in any struggle between democracy and totalitarianism, one side cannot “win”; the conclusion (or synthesis) must contain elements of both. Each dialectical process produces a synthesis, which, in turn, becomes a thesis and produces its own antithesis. ” Because the process was inexorable and determined strictly by the Zeitgeist (the spirit of the age), the ideas could neither be objectively true nor objectively false, but only products of the spirit of the age.

After amassing large quantities of observational and experimental data on a given phenomenon, Bacon suggested that the data be categorized in Tables of Affirmation, Negation, and Degrees. Basically, these three tables would reveal when one phenomenon was positively associated with another phenomenon (Affirmation), or negatively associated with the existence of another phenomenon (Negation), or changes in one phenomenon were associated with changes in another phenomenon (Degrees). ” Such an experiment could be decisive, he argued, in choosing between two rival hypotheses.

9). Who was Hegel and how could his ideas become so powerful that his very name would be equivalent to the central philosophy of an entire nation? Georg Wilhelm Friedrich Hegel (1770–1831) was born to a family of modest means in Stuttgart, Prussia, studied the ministry at the University of Tübingen, and wrote two of his most important books, The Phenomenology of Mind and Logic, before being appointed in 1817 to the Chair of Philosophy at the University of Heidelberg. The nature of his philosophical system came to him through a “mystical experience” that compelled him to reveal the “truths of idealism” to the world.

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