Cantitate/Preț
Produs
Total produse
Vezi coșul
Truth in Marketing: A theory of claim-evidence relations de Thomas Anker

Truth in Marketing: A theory of claim-evidence relations: Routledge Focus on Business and Management

Autor Thomas Anker
en Limba Engleză Paperback – 12 dec 2019
Can we believe the claims that marketers make? Does truth in marketing matter? Apparently not…


Despite the role of regulators, marketing claims are often ruled to be misleading, deceptive or incomplete. Surprisingly, scholars of marketing ethics have devoted little time to this key issue. This may be because although key codes of marketing conduct insist on truthful communications, there is only limited understanding of what truthfulness itself actually entails.


This innovative book develops a theory of truth in marketing and discusses the implications for consumers, marketing professionals and policymakers. Focusing on the problem of truth in marketing, it analyses the theory of truth in marketing, and examines the wider significance of marketing truth for society. Using a wide selection of engaging global examples and cases to illustrate this fascinating analysis, this engaging book will provide a provocative read for all scholars and educators in marketing, marketing/business ethics and CSR.
Citește tot Restrânge

Toate formatele și edițiile

Toate formatele și edițiile Preț Express
Paperback (1) 13873 lei  6-8 săpt.
  Taylor & Francis – 12 dec 2019 13873 lei  6-8 săpt.
Hardback (1) 45450 lei  6-8 săpt.
  Taylor & Francis – apr 2016 45450 lei  6-8 săpt.

Din seria Routledge Focus on Business and Management

  • Digitalised Talent Management: Navigating the Human-Technology Interface
    Preț: 40024 lei
  • 8% Writing a Business Plan: A Practical Guide
    Preț: 41647 lei
  • Cultural Proximity and Organization: Managing Diversity and Innovation
    Preț: 16737 lei
  • From Risk Profiling to Enterprise Resilience: Interdependencies in Management
    Preț: 37729 lei
  • Power in Business Relationships: Dynamics, Strategies and Internationalisation
    Preț: 38622 lei
  • Global Digital Technology Convergence: Driving Diffusion via Network Effects
    Preț: 38636 lei
  • Entrepreneurship and Work in the Gig Economy: The Case of the Western Balkans
    Preț: 16046 lei
  • Artificial Intelligence for Business Creativity
    Preț: 38676 lei
  • The Innovative Management Education Ecosystem: Reskilling and Upskilling the Future Workforce
    Preț: 38430 lei
  • Entrepreneurship for Rural Start-ups: Lessons and Guidance for New Venture Creation
    Preț: 15300 lei
  • Management and Visualisation: Seeing Beyond the Strategic
    Preț: 15338 lei
  • Informal Leadership, Strategy and Organizational Change: The Power of Silent Authority
    Preț: 15245 lei
  • Neuroscience and Entrepreneurship Research: Researching Brain-Driven Entrepreneurship
    Preț: 15216 lei
  • Evolution of the Global Fitness Industry: Strategy, Sustainability and Innovation
    Preț: 38501 lei
  • Place Marketing and Temporality
    Preț: 38474 lei
  • Fostering Wisdom at Work
    Preț: 15248 lei
  • Sustainable Governance in B Corps: Non-Financial Reporting for Sustainable Development
    Preț: 39342 lei
  • Human Resource Management in Early Internationalised SMEs
    Preț: 15258 lei
  • Artificial Intelligence, Business and Civilization: Our Fate Made in Machines
    Preț: 15544 lei
  • Risk Management Maturity: A Multidimensional Model
    Preț: 35577 lei
  • Proposal Writing for Business Research Projects
    Preț: 35511 lei
  • Organizations and Complex Adaptive Systems
    Preț: 38347 lei
  • Entrepreneurial Urban Regeneration: Business Improvement Districts as a Form of Organizational Innovation
    Preț: 15544 lei
  • Pop-Up Retail: The Evolution, Application and Future of Ephemeral Stores
    Preț: 25110 lei
  • The Logistics Audit: Methods, Organization, and Practice
    Preț: 15363 lei
  • Artificial Intelligence and Project Management: An Integrated Approach to Knowledge-Based Evaluation
    Preț: 37714 lei
  • Artificial Intelligence in Accounting: Practical Applications
    Preț: 15239 lei
  • Organizational Aesthetics: Artful Visual Representations of Business and Organizations
    Preț: 37767 lei
  • 8% Purpose-driven Innovation Leadership for Sustainable Development: A Qualitative Case Study Approach
    Preț: 38216 lei
  • Consumer Behaviour and Social Network Sites: The Impact of Negative Word of Mouth
    Preț: 26996 lei
  • Global Financialization and Corporate Innovation Strategy: The Case of Korean Firms
    Preț: 15216 lei
  • Business Schools post-Covid-19: A Blueprint for Survival
    Preț: 38516 lei
  • The Multiple Case Study Design: Methodology and Application for Management Education
    Preț: 15182 lei
  • 8% Women's Social Entrepreneurship: Case Studies from the United Kingdom
    Preț: 38806 lei
  • Global Entrepreneurship Analytics: Using GEM Data
    Preț: 15951 lei
  • Innovation in Africa: Fuelling an Entrepreneurial Ecosystem for Growth and Prosperity
    Preț: 16731 lei
  • Gender Diversity and Inclusion at Work: Divergent Views from Turkey
    Preț: 36227 lei
  • Entrepreneurial Attributes: Accessing Your Inner Entrepreneur for Business and Beyond
    Preț: 38516 lei
  • Organizations, Strategic Risk Management and Resilience: The Impact of COVID-19 on Tourism
    Preț: 38487 lei
  • Systems Thinking and Sustainable Healthcare Delivery
    Preț: 35577 lei
  • The Innovative Business School: Mentoring Today’s Leaders for Tomorrow’s Global Challenges
    Preț: 15278 lei
  • Implicative Marketing: For a Sustainable Economy
    Preț: 15226 lei
  • Organizational Justice and Organizational Change: Managing by Love
    Preț: 25291 lei

Preț: 13873 lei

Preț vechi: 17613 lei
-21% Nou

Puncte Express: 208
Preț estimativ în valută:
2655€ • 2762$ • 2192£

Carte tipărită la comandă

Livrare economică 14-28 aprilie

 Adaugă în coș

Wish list
Gift list
Am citit!
Adaugă în listă
Preluare comenzi: 021 569.72.76

Specificații

ISBN-13: 9780367872281
ISBN-10: 0367872285
Pagini: 142
Dimensiuni: 138 x 216 x 15 mm
Greutate: 0.27 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Seria Routledge Focus on Business and Management

Locul publicării:Oxford, United Kingdom

Public țintă

Postgraduate

Cuprins



1. Specifying the Domain


1.1 The problem of truth in marketing


1.2 What is a theory of truth in marketing?


1.3 Constructs of meaning


1.4 Domain epistemology


1.5 Truth-values and truth measurement


1.6 Interpretation, truth and objectivity


1.7 Conclusion




2. The Classical Pragmatic Theory of Truth


2.1 The legacy of American pragmatism


2.2 The pragmatic maxim


2.3 Preliminary remarks on the pragmatic theory of truth


2.4 The pragmatic theory of truth


2.5 Conclusion




3. The Correspondence Criterion of Truth


3.1 Correspondence in historic context


3.2. The general correspondence theory of truth


3.3 Marketing specific truth-makers and functional claims


3.4 Objections


3.5 Conclusion




4. The Coherence Criterion of Truth


4.1 Key components of the coherence theory


4.2 Symbolic value and symbolic claims


4.3 Symbolic truth as internal and external coherence


4.4 The nature of coherence: inferential connectivity


4.5 Objections


4.6 Conclusion




5. The Instrumental Criterion of Truth


5.1 The general idea


5.2 Truth, segmentation and targeting


5.3 Alethic facilitation and ontological truth


5.4 Alethic responsibility


5.5 When is the consumer entitled to believe a behavioural claim?


5.6 A standard objection


5.7 Conclusion




6. Alethic Pluralism


6.1 The pluralistic nature of the theory of truth in marketing


6.2 Alethic pluralism and objectivity


6.3 Pluralism and the metaphysical concept of truth: <truth> versus <TRUTH>


6.4 Truth and normativity


6.5 Conclusion




References

Notă biografică

Thomas Boysen Anker is lecturer at the University of Glasgow and holds a PhD in applied philosophy from the University of Copenhagen. His main research interest is business ethics. He is associate editor of European Management Journal and has published widely in international academic journals.

Recenzii

‘Although highly philosophical in nature, this scholarly text is essential reading for senior marketing practitioners, researchers and students. I thought I knew what truth was until I read this book, and while your head will hurt when you read it, it will be good for the world of marketing if you do. In this case the journey through abstract philosophy has concrete implications for the way marketers design their practices. Highly recommended reading (and re-reading).’ - Linda Brennan, Professor in the School of Media and Communication, RMIT University, Australia

Descriere

This book develops a theory of truth in marketing and discusses the implications for consumers, marketing professionals and policymakers. It demonstrates that claim-evidence relations in marketing are extremely complex, comprising factual, symbolic and context claims. Using a wide selection of engaging global examples and cases, this book sets o