UID:
almahu_9949385204502882
Format:
1 online resource.
ISBN:
9781003206033
,
1003206034
,
1000454649
,
9781000454611
,
1000454614
,
9781000454642
Series Statement:
Routledge frontiers in the development of international business, management and marketing
Content:
"How can we overcome the rapidly ageing postmodernist paradigm, which has become sterile orthodoxy in marketing? This book answers this crucial question using fresh philosophical tools developed by New Realism. It indicates the opportunities missed by marketing due to the pervasive postmodernist ideology, and propose a new and fruitful approach pivoting on the significance of reality to marketing analyses and models. Intensifying reference to reality will boost marketing research and practice, rather than impair them; conversely, neglecting such a reference will 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 by 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"--
Note:
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.
Additional Edition:
Print version: Giannasi, Matteo. Philosophy of marketing New York, NY : Routledge, 2022 ISBN 9781032072333
Language:
English
Keywords:
Electronic books.
;
Electronic books.
URL:
https://www.taylorfrancis.com/books/9781003206033
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