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| Author: | Hunt, S. D. |
| Title: | Truth in marketing theory and research (Marketingtheorie) |
| Journal: | Journal of Marketing
1990 : JUL, VOL. 4C - 54:3, p. 1-15 |
| Index terms: | |
| Freeterms: | MARKTFORSCHUNG |
| Language: | eng |
| Abstract: | 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. The author 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. |
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