Philosophy of Marketing

"After having immersed themselves in the contents of these five wide-ranging volumes, research students and scholars alike will have been exposed to the very best epistemologically pluralistic marketing education available. Following Bachelard, such a scholarly course of instruction will enable them to a make deliberate choice amongst the many alternative paradigms, epistemologies and methodologies on offer, and not to remain prisoners of one dominant model" 

-- Professor Bernard Cova

"Philosophy is like plumbing, according to English philosopher Mary Midgely, because both are complex and usually go unnoticed. Although philosophy underpins our theory construction and embeds underpinning assumptions that are taken-for-granted,  marketing scholars most frequently ignore its importance.  This set of major works is long overdue and will make a significant contribution to the production of knowledge in the marketing and consumer research disciplines."

-- Pauline Maclaran

"The five volumes draw together the seminal works on a broad range of theoretical and methodological issues, as well includes current works that are shaping research today and into the future. With the increasing volume of published material available it is harder to identify the driving ideas within the discipline and the five volumes are an invaluable resource for over-viewing the development alternative perspectives applied within marketing and research within marketing." 

-- Michael Jay Polonsky
Many marketing scholars and students are uninformed about the philosophical foundations of marketing theory and research.  A corrective is sorely needed, and the five volumes that comprise The Philosophy of Marketing Theory: Paradigms, Epistemology, and Methodology contribute significantly to developing a philosophical foundation for marketing scholarship that is reasoned, respectful of evidence, historically informed, and tolerant— yet critical— of alternative theories and methods -- Professor Shelby Hunt
This is the first meaningful, comprehensive collection of works on the philosophy of contemporary marketing theory.  I would highly recommend it as text for students and scholars to explore the diversified paradigms, epistemology, and methodology in the field of marketing -- Professor Zhilin