Foundations of marketing theory: toward a general theory of marketing
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Armonk, N.Y.
M.E. Sharpe
2002
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| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Includes bibliographical references and index |
| Physical Description: | XV, 323 S. |
| ISBN: | 0765609290 |
Staff View
MARC
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| 245 | 1 | 0 | |a Foundations of marketing theory |b toward a general theory of marketing |c Shelby D. Hunt |
| 264 | 1 | |a Armonk, N.Y. |b M.E. Sharpe |c 2002 | |
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Record in the Search Index
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| adam_text | CONTENTS
Preface xiii
1 Introduction 3
1.1 Three Contradictions? 3
1.2 Objectives of Monograph 7
1.3 The Nature of Marketing 8
1.3.1 The Scope of Marketing 11
1.3.2 Is Marketing a Science? 17
1.4 The Nature of Science 19
1.5 The Unity of Scientific Method 22
1.5.1 Discovery Versus Justification 24
1.6 Conclusions on Marketing Science 29
1.7 The Three Dichotomies Model: An Evaluation 30
1.7.1 The Positive/Normative Dichotomy in Philosophy of Science 31
1.7.2 Is the Positive/Normative Dichotomy False? 32
1.7.3 Is the Positive/Normative Dichotomy Dangerous? 33
1.7.4 Is the Positive/Normative Dichotomy Unnecessary? 33
1.7.5 Is the Positive/Normative Dichotomy Meaningless? 35
1.7.6 Is the Positive/Normative Dichotomy Useless? 36
1.7.7 Is All of Marketing Thought Normative? 37
1.8 The Three Dichotomies Model as a General Taxonomical
Framework for Marketing 41
1.9 Plan of Monograph 42
Questions for Analysis and Discussion 44
2 On the Marketing Discipline 48
2.1 On Marketing as 48
2.1.1 A University Discipline 49
2.1.2 An Applied Discipline 53
2.1.3 A Professional Discipline 55
VII
viii CONTENTS
2.1.4 A Set of Responsibilities 58
2.1.5 Conclusion on the Nature of the Marketing Discipline 64
2.2 On the Nature of Marketing Research 64
2.2.1 Research Questions in Marketing 65
2.2.2 Conclusion on the Nature of Marketing Research 72
2.3 On Marketing s Aversion to Qualitative Methods 73
2.3.1 The Nature of Scholarly Journals 73
2.3.2 Three Reasons for the Aversion 74
2.3.3 The Fourth Reason: The Standard Argument 75
2.3.4 Conclusion on the Aversion to Qualitative Methods 80
Questions for Analysis and Discussion 80
3 The Morphology of Explanation 85
3.1 Explanations in Marketing 85
3.2 Criteria for Evaluating Explanatory Models 86
3.3 Deductive Nomological Explanation 88
3.4 Statistical Explanation 89
3.4.1 Theories of Probability 90
3.4.2 Statistical Explanation and the Social Sciences 91
3.4.3 Deductive Statistical Explanation 92
3.4.4 Inductive Statistical Explanation 93
3.5 Are Logical Empiricist Models of Explanation Adequate? 98
3.5.1 Is the D N Model Dead? 98
3.5.2 Is the I S Model Dead? 100
3.6 The Pattern Model 103
3.7 Functionalist Explanation 105
3.7.1 Uses of the Terms Function and Functional Explanation 105
3.7.2 Preliminary Problems of Functional Explanation 107
3.7.3 The Logic of Functional Explanation 108
3.7.4 Functionalism in the Context of Discovery 111
3.8 Summary and Conclusions 112
Questions for Analysis and Discussion 113
4 Explanation: Issues and Aspects 116
4.1 Explanation, Prediction, and Retrodiction 116
4.1.1 Explanations as Potential Predictions 117
4.1.2 Predictions as Potential Explanations 120
4.1.3 Are Explanations and Predictions Potential Retrodictions? 121
4.2 Causal Explanations 122
4.2.1 The Notion of Causality 123
4.2.2 Evidence for Causation 126
CONTENTS ix
4.3 Explanatory Incompleteness, Explanation Chains,
and Infinite Regress 129
4.3.1 Marketing Explanation Chains 129
4.4 Other Forms of Explanatory Incompleteness 131
4.4.1 Enthymemes 131
4.4.2 Partial Explanations 131
4.4.3 Explanation Sketches 131
4.5 The Fundamental Explananda of Marketing 132
4.6 A Product Life Cycle Explanation 134
4.7 A Consumer Behavior Explanation 135
4.7.1 A Reconstruction of the Explanation 136
4.7.2 Structural Analysis of the Explanation 137
4.8 A Price Discrimination Explanation 138
4.9 A Wheel of Retailing Explanation 139
4.9.1 The Wheel of Retailing and Competition
for Differential Advantage 140
4.10 Summary and Conclusions 142
Questions for Analysis and Discussion 143
5 The Morphology of Scientific Laws 145
5.1 Role of Laws in Marketing Research 146
5.2 The First Criterion: Generalized Conditionals 147
5.3 The Second Criterion: Empirical Content 150
5.4 The Third Criterion: Nomic Necessity 152
5.5 The Fourth Criterion: Systematic Integration 154
5.5.1 Role of Empirical Generalizations 15 8
5.6 Summary 160
Questions for Analysis and Discussion 161
6 Scientific Laws: Issues and Aspects 164
6.1 The Time Issue 164
6.1.1 Equilibrium Laws 165
6.1.2 Laws of Atemporal Coexistence 168
6.1.3 Laws of Succession 170
6.1.4 Process Laws 171
6.2 Axioms, Fundamental Laws, and Derivative Laws 172
6.2.1 Bridge Laws 174
6.3 Extension and Universality 176
6.3.1 Singular Statements 177
6.3.2 Existential Statements 178
6.3.3 Statistical Laws 179
x CONTENTS
6.3.4 Universal Laws 182
6.4 Summary and Conclusions 184
6.5 Problems in Extension: The Psychophysics of Prices 186
Questions for Analysis and Discussion 189
7 The Morphology of Theory 191
7.1 TheNotionof Theory 191
7.2 Misconceptions of Theory 193
7.3 The Systematically Related Criterion 195
7.3.1 Formal Language Systems 197
7.3.2 Axiomatic Formal Systems 199
7.3.3 Rules of Interpretation 201
7.3.4 Issues of Formalization 202
7.3.5 The General Theory of Marketing : A Partial Formalization 204
7.3.6 The Theory of Buyer Behavior: A Partial Formalization 206
7.4 The Lawlike Generalizations Criterion 208
7.5 The Empirically Testable Criterion 209
7.5.1 The Nature of Empirical Testing 211
7.5.2 The Empirical Testing Process 212
7.5.3 On Confirmation 215
7.6 Summary 217
Questions for Analysis and Discussion 217
8 Theory: Issues and Aspects 222
8.1 Classificational Schemata 222
8.1.1 Logical Partitioning 224
8.1.2 Grouping Procedures 227
8.1.3 Criteria for Evaluating Classificational Schemata 229
8.2 Positive Versus Normative Theory 236
8.3 Deterministic Versus Stochastic Theory 239
8.3.1 The Nature of Deterministic Theory 240
8.3.2 Uncertainty in Explanation 241
8.3.3 Determinism and Marketing Theory 242
8.4 The Nature of General Theories 244
Questions for Analysis and Discussion 246
9 Toward a General Theory of Marketing 248
9.1 An Overview of Resource Advantage (R A) Theory 249
9.1.1 The Structure and Foundations of R A Theory 251
9.2 R A Theory Is a General Theory of Competition 255
9.2.1 Explanatory Power 255
CONTENTS xi
9.2.2 Perfect Competition Theory and R A Theory 257
9.3 The Theory of Market Processes 261
9.3.1 Effective Competition 261
9.3.2 Alderson s Functionalist Theory 263
9.3.3 Market Processes and R A Theory 266
9.4 A Positive Foundation for Strategy 268
9.4.1 Business Strategy 268
9.4.2 Marketing Strategy 272
9.5 Strategy and R A Theory 274
9.5.1 Market Segmentation Strategy and R A Theory 275
9.5.2 Resource based Strategy and R A Theory 277
9.5.3 Competence based Strategy and R A Theory 279
9.5.4 Industry based Strategy and R A Theory 280
9.5.5 Market Orientation Strategy and R A Theory 281
9.5.6 Relationship Marketing Strategy and R A Theory 282
9.6 A Final Note 284
Questions for Analysis and Discussion 285
References 289
Index 309
|
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| language | English |
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| spelling | Hunt, Shelby D. 1939- Verfasser (DE-588)128429356 aut Foundations of marketing theory toward a general theory of marketing Shelby D. Hunt Armonk, N.Y. M.E. Sharpe 2002 XV, 323 S. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Marketing Marketing gtt Marketingtheorie (DE-588)4168911-2 gnd rswk-swf Marketingtheorie (DE-588)4168911-2 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009879711&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Hunt, Shelby D. 1939- Foundations of marketing theory toward a general theory of marketing Marketing Marketing gtt Marketingtheorie (DE-588)4168911-2 gnd |
| subject_GND | (DE-588)4168911-2 |
| title | Foundations of marketing theory toward a general theory of marketing |
| title_auth | Foundations of marketing theory toward a general theory of marketing |
| title_exact_search | Foundations of marketing theory toward a general theory of marketing |
| title_full | Foundations of marketing theory toward a general theory of marketing Shelby D. Hunt |
| title_fullStr | Foundations of marketing theory toward a general theory of marketing Shelby D. Hunt |
| title_full_unstemmed | Foundations of marketing theory toward a general theory of marketing Shelby D. Hunt |
| title_short | Foundations of marketing theory |
| title_sort | foundations of marketing theory toward a general theory of marketing |
| title_sub | toward a general theory of marketing |
| topic | Marketing Marketing gtt Marketingtheorie (DE-588)4168911-2 gnd |
| topic_facet | Marketing Marketingtheorie |
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