search query: @indexterm PHILOSOPHY / total: 237
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| Author: | Kavanagli, D. |
| Title: | Hunt versus Anderson: round 16 |
| Journal: | European Journal of Marketing
1994 : VOL. 28:3, p. 26-41 |
| Index terms: | MARKETING CONSUMERS PHILOSOPHY |
| Language: | eng |
| Abstract: | This article argues that the philosophical debate in marketing, led by Shelby Hunt and Paul Anderson, is no longer providing new insights and is symptomatic of the anthropocentrism of the social sciences. The anthropocentrism has had consequent implications for metatheoretical frameworks that describe the field and and has limited the breadth of philosophical discussion in marketing. This article argues that this discussion should now move beyond the subject-object debate and identifies writers who have variously tried to transcend the paradigm. |
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