Philosophy of Marketing: The New Realist Approach

ISBN-13: 9781032072333 / Angielski / Twarda / 2021 / 266 str.

Matteo Giannasi; Francesco Casarin

Opis

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.

Spis treści

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