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North Castle Books

Marketing Theory: Foundations, Controversy, Strategy, Resource-Advantage Theory
Authored by: Shelby D. Hunt

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Cloth ISBN: 978-0-7656-2363-8 Paper ISBN: Not Available
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Information: 512pp. Tables, figures, bibliography, name index, subject index.
Publication Date: January 2010.  


Description: A truly classic text in Marketing is now thoroughly revised and updated.

Hunt's Marketing Theory, as in earlier editions, articulates a philosophy of science "tool kit" for developing and analyzing theories, lawlike generalizations, and explanations in marketing. However, Hunt adds new dimensions and depth to the text in three ways. First, by incorporating an analysis of the controversy concerning the definition of marketing, it more completely develops the thesis that marketing is a professional discipline that has multiple stakeholders.

Second, four new chapters are adapted and updated from Hunt's Controversy in Marketing Theory. These chapters analyze the "philosophy debates" within the field, including controversies with respect to scientific realism, qualitative methods, truth, and objectivity.

Third, in addition to developing detailed arguments that resource advantage (R-A) theory provides the foundation for a general theory of marketing, Marketing Theory shows how R-A theory integrates the highly fragmented, business and marketing, strategy literatures. Therefore, R-A theory provides a rigorous framework for researching and teaching business and marketing strategy.

All this reinforces Marketing Theory's position as the most widely adopted, most comprehensive text for marketing theory courses and seminars.

Selected Contents:



1 Introduction
1.1 Three Contradictions?
1.2 Objectives of Monograph
1.3 The Nature of Marketing
1.3.1 The Scope of Marketing
1.3.2 Is Marketing a Science?
1.4 The Nature of Science
1.5 The Unity of Scientific Method
1.5.1 Discovery Versus Justification
1.6 Conclusions on Marketing Science
1.7 The Three Dichotomies Model: An Evaluation
1.7.1 The Positive/Normative Dichotomy in Philosophy of Science
1.7.2 Is the Positive/Normative Dichotomy False?
1.7.3 Is the Positive/Normative Dichotomy Dangerous?
1.7.4 Is the Positive/Normative Dichotomy Unnecessary?
1.7.5 Is the Positive/Normative Dichotomy Meaningless?
1.7.6 Is the Positive/Normative Dichotomy Useless?
1.7.7 Is All of Marketing Thought Normative?
1.8 The Three Dichotomies Model as a General Taxonomical Framework for Marketing
1.9 Plan of Monograph
Questions for Analysis and Discussion

2 On the Marketing Discipline
2.1 On Marketing as . . .
2.1.1 . . . A University Discipline
2.1.2 . . . An Applied Discipline
2.1.3 . . . A Professional Discipline
2.1.4 . . . A Set of Responsibilities
2.1.5 Conclusion on the Nature of the Marketing Discipline
2.2 The Defining Marketing Controversy
2.2.1 On the 2007 Definition of Marketing
2.3 The Defining Marketing Research Controversy
2.3.1 Research Questions in Marketing
2.3.2 Conclusion on the Nature of Marketing Research
Questions for Analysis and Discussion


3 On the Morphology of Explanation
3.1 Explanations in Marketing
3.2 Criteria for Evaluating Explanatory Models
3.3 Deductive-Nomological Explanation
3.4 Statistical Explanation
3.4.1 Theories of Probability
3.4.2 Statistical Explanation and the Social Sciences
3.4.3 Deductive-Statistical Explanation
3.4.4 Inductive-Statistical Explanation
3.5 Are Logical Empiricist Models of Explanation Adequate?
3.5.1 Is the D-N Model Dead?
3.5.2 Is the I-S Model Dead?
3.6 The Pattern Model
3.7 Functionalist Explanation
3.7.1 Uses of the Terms Function and Functional Explanation
3.7.2 Preliminary Problems of Functional Explanation
3.7.3 The Logic of Functional Explanation
3.7.4 Functionalism in the Context of Discovery
3.8 Summary and Conclusions
Questions for Analysis and Discussion

4 Explanation: Issues and Aspects
4.1 Explanation, Prediction, and Retrodiction
4.1.1 Explanations as Potential Predictions
4.1.2 Predictions as Potential Explanations
4.1.3 Are Explanations and Predictions Potential Retrodictions?
4.2 Causal Explanations
4.2.1 The Notion of Causality
4.2.2 Evidence for Causation
4.3 Explanatory Incompleteness, Explanation Chains, and Infinite Regress
4.3.1 Marketing Explanation Chains
4.4 Other Forms of Explanatory Incompleteness
4.4.1 Enthymemes
4.4.2 Partial Explanations
4.4.3 Explanations Sketches
4.5 The Fundamental Explananda of Marketing
4.6 A Product Cycle Explanation
4.7 A Consumer Behavior Explanation
4.7.1 A Reconstruction of the Explanation
4.7.2 Structural Analysis of the Explanation
4.8 A Price Discrimination Explanation
4.9 A Wheel of Retailing Explanation
4.9.1 The Wheel of Retailing and Competition for Differential Advantage
4.10 Summary and Conclusions
Questions for Analysis and Discussion

5 On the Morphology of Scientific Laws
5.1 Role of Laws in Marketing Research
5.2 The First Criterion: Generalized Conditionals
5.3 The Second Criterion: Empirical Content
5.4 The Third Criterion: Nomic Necessity
5.5 The Fourth Criterion: Systematic Integration
5.5.1 Role of Empirical Generalizations
5.6 Summary
Questions for Analysis and Discussion

6 Scientific Laws: Issues and Aspects
6.1 The Time Issue
6.1.1 Equilibrium Laws
6.1.2 Laws of Atemporal Coexistence
6.1.3 Laws of Succession
6.1.4 Process Laws
6.2 Axioms, Fundamental, and Derivative Laws
6.2.1 Bridge Laws
6.3 Extension and Universality
6.3.1 Singular Statements
6.3.2 Existential Statements
6.3.3 Statistical Laws
6.3.4 Universal Laws
6.4 Summary and Conclusions
6.5 Problems in Extension: the Psychophysics of Prices
Questions for Analysis and Discussion

7 On the Morphology of Theory
7.1 The Notion of Theory
7.2 Misconceptions of Theory
7.3 The "Systematically Related" Criterion
7.3.1 Formal Language Systems
7.3.2 Axiomatic Formal Systems
7.3.3 Rules of Interpretation
7.3.4 Issues in Formalization
7.3.5 The "General Theory of Marketing": A Partial Formalization
7.3.6 The Theory of Buyer Behavior: A Partial Formalization
7.4 The "Lawlike Generalizations" Criterion
7.5 The "Empirically Testable" Criterion
7.5.1 The Nature of Empirical Testing
7.5.2 The Empirical Testing Process
7.5.3 On Confirmation
7.6 Summary
Questions for Analysis and Discussion

8 Theory: Issues and Aspects
8.1 Classificational Schemata
8.1.1 Logical Partitioning
8.1.2 Grouping Procedures
8.1.3 Criteria for Evaluating Classificational Schemata
8.2 Positive Versus Normative Theory
8.3 Deterministic Versus Stochastic Theory
8.3.1 The Nature of Deterministic Theory
8.3.2 Uncertainty in Explanation
8.3.3 Determinism and Marketing Theory
8.4 The Nature of General Theories
Questions for Analysis and Discussion


9 On Scientific Realism and Marketing Research
9.1 Why Relativism Was Rejected
9.2 Historical Development of Realism
9.2.1 Quantum Mechanics, Realism, and Positivism.
9.3 Scientific Realism: Four Fundamental Tenets
9.4 Implications of Scientific Realism
9.4.1 Physics
9.4.2 Biology
9.4.3 Marketing and Social Sciences
9.5 Scientific Realism and the Success of Science
9.5.1 Explaining the Successful Eradication of Smallpox
9.6 Scientific Realism and Scientific Progress
9.7 Scientific Realism Contrasted with Logical Empiricism
9.8 Scientific Realism Contrasted with Constructive Empiricism
9.9 Scientific Realism and Critical Realism
9.9.1 The Critical Realism of Niiniluoto
9.9.2 The Critical Realism of Sayer
9.10 Conclusion
Questions for Analysis and Discussion

10 On Science/Nonscience, Qualitative Methods, and Marketing Research
10.1 The Sciences Versus Nonsciences Controversy
10.1.1 Relativism and The Nature Of Science
10.1.2 Revisiting the Nature of Science Arguments
10.1.3 Is the Relativist Nature of Science Argument a Straw Man?
10.1.4 Weak Form Relativism
10.2 The Positivism Versus Qualitative Methods Controversy
10.2.1 Misconceptions about Positivism
10.2.2 On Antipositivism: For Reason.
10.2.3 Paradigm Dominance in Marketing, Management, and Consumer Research
10.2.4 The Dominance of Positivism: A Postmodern View
10.2.5 Logical Empiricism as the Dominant Paradigm
10.2.6 Conclusion: For Reason
Questions for Analysis and Discussion

11 On Truth and Marketing Research
11.1 The Nature of Truth
11.2 Truth and Scientific Realism
11.2.1 A Scientific Realist Model of Truth
11.2.2 Truth is Not an Entity
11.2.3 Consistent with Marketing Science Practice
11.2.4 Inconsistent with Logical Positivism, Logical Empiricism, and Falsificationism
11.2.5 Not with Certainty
11.2.6 Not Equal to Pragmatic Success
11.3 Relativistic Truth
11.4 Critical Relativism and Truth
11.4.1 The Falsity of Realism Argument
11.4.2 Reticulational Philosophy and Truth
11.4.3 Truth and "Utopianism"
11.5 The Philosophers' Fallacy Revisited
11.6 TRUTH and truth
11.6.1 Postmodernism and Dogmatic Skepticism
11.6.2 On Marketing and Noncontradiction: For Reason
11.7 Truth, Reality Relativism, and Idealism
11.7.1 Relativistic Reality
11.7.2 On Relativistic Reality: For Reason
11.8 For Truth
11.8.1 Trust, Science, Realism, and Ethics
Questions for Analysis and Discussion

12 On Objectivity and Marketing Research
12.1 The Nature of Objectivity
12.1.1 Objectivity and Objectivism
12.2 Logical Empiricism, Falsificationsim, and Objectivity
12.2.1 Are the Social Sciences Inherently Subjective?
12.3 Historical Relativism and Objectivity
12.4 For Objectivity: The "Negative Case"
12.4.1 Linguistic Relativism
12.4.2 Paradigms are Incommensurable
12.4.3 Facts Underdetermine Theories
12.4.4 The Psychology of Perception
12.4.5 Epistemically Significant Observations
12.5 For Objectivity: The Positive Case
12.6 A Realist Theory of Empirical Testing
12.6.1 The Realist Model
12.6.2 Mnller-Lyer Revisited
12.6.3 Threats to Objectivity
12.6.4 Implications for Marketing and Social Science
12.7 For a Commencement
Questions for Analysis and Discussion


13 On the Resource-Advantage Theory of Competition
13.1 An Overview of R-A Theory
13.1.1 The Structure and Foundations of R-A theory
13.2 Developing the R-A Theory Research Program
13.2.1 The Introductory Period: 1995-96
13.2.2 The Period of Development: 1997-2000
13.2.3 The Research Tradition Period: 2001-Present
13.3 The Foundations of R-A Theory
13.3.1 Demand
13.3.2 Consumer Information
13.3.3 Human Motivation
13.3.4 Firm's Objective and Information
13.3.5 Resources
13.3.6 Role of Management
13.3.7 Competitive Dynamics
13.4 Conclusion
Questions for Analysis and Discussion

14 Competition Theory, Alderson's Market Processes Theory, and R-A Theory
14.1 R-A Theory Is a General Theory of Competition
14.1.1 Explanatory Power
14.1.2 Perfect Competition Theory and R-A Theory
14.2 Alderson's Theory of Market Processes
14.2.1 Developing the Theory of Market Processes
14.2.2 Effective Competition Theory
14.2.3 Alderson's Functionalist Theory of Market Processes
14.3 The Theory of Market Processes and R-A Theory
14.3.1 Conclusion on Alderson and R-A Theory
Questions for Analysis and Discussion

15 Strategy and R-A Theory
15.1 Business Strategy
15.1.1 Industry-Based Strategy
15.1.2 Resource-Based Strategy
15.1.3 Competence-Based Strategy
15.1.4 Knowledge-Based Strategy
15.2 Marketing Strategy
15.2.1 Market-Segmentation Strategy
15.2.2 Market-Orientation Strategy
15.2.3 Relationship-Marketing Strategy
15.2.4 Brand-Equity Strategy
15.3 Strategy and R-A Theory
15.3.1 Market-Segmentation Strategy and R-A Theory
15.3.2 Resource-Based Strategy and R-A Theory
15.3.3 Competence-Based Strategy and R-A Theory
15.3.4 Industry-Based Strategy and R-A Theory
15.3.5 Market-Orientation, Knowledge-Based Strategy, and R-A Theory
15.3.6 Relationship-Marketing Strategy and R-A Theory
15.3.7 Brand-Equity Strategy and R-A Theory
15.4 Brand-Equity Strategy and Society
15.4.1 The Indictment of Branding
15.4.2 For Brand Equity Strategy
15.5 A Final Note
Questions for Analysis and Discussion

Name Index
Subject Index
About the Author

Comment(s): " Marketing Theory: Foundations, Controversy, Strategy, Resource-Advantage Theory by Shelby Hunt provides students the foundation to think critically and debate concepts shaping the present and future direction of the Marketing Discipline. This book is also a testimonial to the contributions Shelby Hunt has made to Marketing Thought. The issues addressed provide students a great deal to contemplate as they prepare to move the discipline forward and relate theoretical contributions to teaching and business and marketing strategy." -- Jule Gassenheimer, Rollins College

"This edition of Hunt's classic marketing book has evolved into something much more than a reference or text. The addition of research-advantage theory offers new perspectives and makes the book a must-read compendium of insights for students of marketing as well as practitioners of marketing." -- Robert A. Peterson, University of Texas

Review(s): "It continues to be the definitive volume on the topic of marketing theory. ...One feature of all of these editions that I appreciate as a teacher is the questions that are found at the end of each chapter. These have always been, and continue to be, an excellent catalyst for meaningful class discussions. ...Shelby Hunt has produced a 'classic' marketing theory book which any marketing scholar will want to have on the shelf as a reference, even if he/she does not regularly teach a marketing theory seminar." -- Journal of Macromarketing

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