Buch, Englisch, 280 Seiten, Format (B × H): 152 mm x 229 mm, Gewicht: 544 g
Reihe: Routledge Frontiers in the Development of International Business, Management and Marketing
The New Realist Approach
Buch, Englisch, 280 Seiten, Format (B × H): 152 mm x 229 mm, Gewicht: 544 g
Reihe: Routledge Frontiers in the Development of International Business, Management and Marketing
ISBN: 978-1-03-207233-3
Verlag: Taylor & Francis Ltd (Sales)
Intensifying reference to reality will boost marketing research and practice, rather than impair them; conversely, neglecting such a reference will prevent marketing from realising its full potential, in several contexts. The aim of the book is foundational: its purpose is not a return to traditional realism but to break new ground and overcome theoretical obstacles in marketing and management by revising some of their assumptions and enriching their categories, thereby paving the way to fresh approaches and methodological innovations. In that sense, the book encourages theoretical innovation and experimentation and introduces new concepts, like invitation and attrition, which can find fruitful applications in marketing theory and practice. That is meant to be conductive to the solution of important difficulties and to the uncovering of new phenomena. The last chapter of the book applies the new approach to eight case studies from business contexts.
This book will be of interest to philosophers interested in New Realism and to researchers, scholars and marketing professionals sensitive to the importance and fruitfulness of reference to reality, for their own purposes.
Autoren/Hrsg.
Fachgebiete
- Geisteswissenschaften Philosophie Erkenntnistheorie
- Geisteswissenschaften Philosophie Metaphysik, Ontologie
- Geisteswissenschaften Philosophie Geschichte der Westlichen Philosophie
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
- Wirtschaftswissenschaften Betriebswirtschaft Management
- Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
Weitere Infos & Material
Part 1. Antirealism and Its Consequences 1. What Went Wrong With Reality 2. The Postmodernist Challenge to Realism 3. The Legacy and Consequences of Postmodernist Thought Part 2. The Significance of Realism 4. The Persisting Relevance of Reality 5. Marketing, Management, and the Return of Reality