Description
Book SynopsisThe importance of philosophy for developing marketing and consumer theory is a key area of interest amongst scholars in the field, and is typically one of the more difficult to understand and apply. This new five-volume collection brings together the seminal articles that students and scholars must assimilate if they are to have a fully rounded understanding of the relevance of philosophy for their research, the varied nature of marketing and consumer research, and to help situate their own contributions to knowledge. The major work is edited by three highly-regarded in the field, who also provide a new contextualising introductory chapter for the collection.
Volume One : Historical and Philosophical Overview
Volume Two: General Theory and the Realism versus Relativism Debates
Volume Three: Alternative and Multiple Paradigms
Volume Four: Rethinking Concept
