TY  - BOOK
AU  - Tadajewski, Mark
AU  - O'Shaughnessy, John
AU  - Hyman, Michael R.
TI  - Philosophy of Marketing Vol. 2: General Theory and the Realism Versus Relativism Debates
SN  - 9781446274910
U1  - 658.8 
PY  - 2014///
CY  - New Delhi
PB  - Sage Publications India Pvt. Ltd.
KW  - SAGE Library in Marketing
N1  - VOLUME II: GENERAL THEORY AND THE REALISM VERSUS RELATIVISM DEBATES

Marketing, General Theory And Generalizations
17.	General Theories and the Fundamental Esplanade of Marketing 
18.	Empirical Generalizations, Theory and Method 
19.	The Contingency Approach:Its Foundations and Relevance to Theory-Building and Research in Marketing
20.	Revisiting the Structural Framework for Marketing Management
21.	Middle-Range Theory Construction of the Dynamics of Organizational Marketing-Buying Behavior 
22.	Designing Research with In-Built Differentiated Replications

Truth, Realism And Relativism In Marketing
23.	Current Issues in the Philosophy of Science: Implications for Marketing Theory - A Panel Discussion
24.	Marketing, Scientific Progress and Scientific Method
25.	Truth in Marketing Theory and Research
26.	On Method in Consumer Research
27.	Marketing: A Critical-Realist Approach
28.	Modern Truth and Postmodern Incredulity: A Hermeneutic Deconstruction of the Meta-Narrative of 'Scientific Truth' in Marketing Research
ER  -