Beteiligte: | |
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In: | Journal of Marketing, 54, 1990, 3, S. 1-15 |
veröffentlicht: |
SAGE Publications
|
Medientyp: | Artikel, E-Artikel |
Umfang: | 1-15 |
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ISSN: |
0022-2429
1547-7185 |
DOI: | 10.1177/002224299005400301 |
veröffentlicht in: | Journal of Marketing |
Sprache: | Englisch |
Schlagwörter: | |
Kollektion: | SAGE Publications (CrossRef) |
<jats:p>The traditional view of truth as the central goal of marketing theory and research has been questioned in marketing's crisis literature by proponents of relativistic truth and critical relativism. Hunt reviews the development of the relativist views on truth. He then discusses a philosophy of science, scientific relativism, that retains truth as the overriding objective of theory and research.</jats:p> |