Truth in Marketing Theory and Research
回顾了营销危机文献中相对主义真理观的发展，并讨论了一种将真理作为理论与研究首要目标的科学哲学——科学相对主义。
The traditional view of truth as the central goal of marketing theory and research has been questioned in marketing's crisis literature by proponents of relativistic truth and critical relativism. Hunt reviews the development of the relativist views on truth. He then discusses a philosophy of science, scientific relativism, that retains truth as the overriding objective of theory and research.