Book Review: Modern Marketing Theory: Critical Issues in the Philosophy of Marketing Science

Brown Stephen W. , and Fisk Raymond P. (1984), Marketing Theory: Distinguished Contributions. New York: John Wiley & Sons, Inc.

Einstein Albert (1950), “The Laws of Science and the Laws of Ethics,” in Relativity—A Richer Truth. Boston: Beacon Press, foreword.

Hunt Shelby D. (1976), Marketing Theory: Conceptual Foundations of Research in Marketing. Columbus, OH: Grid Publishing, Inc.

Hunt Shelby D. (1983), Marketing Theory: The Philosophy of Marketing Science. Homewood, IL: Richard D. Irwin, Inc.

Hunt Shelby D. (1984), “Should Marketing Adopt Relativism?” in Scientific Method of Marketing, Anderson Paul F. , and Ryan Michael J. , eds. Chicago: American Marketing Association, 30–4.

Hunt Shelby D. (1989), “Naturalistic, Humanistic and Interpretive Inquiry: Challenges and Ultimate Potential,” in Interpretive Consumer Research, Hirschman Elizabeth , ed. Provo, UT: Association for Consumer Research, 185–98.

Hunt Shelby D. (1989), “Reification and Realism in Marketing: In Defense of Reason,” Journal of Macromarketing, 9 (Fall).

McGrath Joseph E. , and Brinberg David (1983), “External Validity and the Research Process: A Comment on the Calder/Lynch Dialogue,” Journal of Consumer Research, 10 (June), 115–24.

Muncy James A. , and Fisk Raymond P. (1987), “Cognitive Relativism and the Practice of Marketing Science” Journal of Marketing, 51 (January), 20–33.

Sheth Jagdish N. , Gardner David M. , and Garrett Dennis E. (1988), Marketing Theory: Evolution and Evaluation. New York: John Wiley & Sons, Inc.

Sheth Jagdish N. , and Garrett Dennis E. (1986), Marketing Theory: Classic and Contemporary Readings. Cincinnati, OH: Southwestern Publishing Co.