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For Reason and Realism in Marketing

199239 citationsJournal Article

Authors

Shelby D. Hunt · Texas Tech University

Abstract

The author responds to the comments by Peter and by Zinkhan and Hirschheim on his 1990 JM article, “Truth in Marketing Theory and Research.”

Topics & Keywords

Management and Marketing Education

Publication Details

Published in: Journal of Marketing

Volume 56, Issue 2, pp. 89-89

DOI: 10.2307/1252045

Field-Weighted Citation Impact: 4.20

For Reason and Realism in Marketing | Researchclopedia