Truth in Marketing : A theory of claim-evidence relations. 9781138849198, 1138849197, 9781317535065, 1317535065

392 51 2MB

English Pages 142 Year 2016

Truth in Marketing : A theory of claim-evidence relations.
9781138849198, 1138849197, 9781317535065, 1317535065

Author / Uploaded
Anker
Thomas Boysen

Table of contents :
1. Specifying the Domain1.1 The problem of truth in marketing1.2 What is a theory of truth in marketing?1.3 Constructs of meaning1.4 Domain epistemology1.5 Truth-values and truth measurement1.6 Interpretation, truth and objectivity1.7 Conclusion2. The Classical Pragmatic Theory of Truth2.1 The legacy of American pragmatism2.2 The pragmatic maxim2.3 Preliminary remarks on the pragmatic theory of truth2.4 The pragmatic theory of truth2.5 Conclusion3. The Correspondence Criterion of Truth3.1 Correspondence in historic context3.2. The general correspondence theory of truth3.3 Marketing specific truth-makers and functional claims3.4 Objections3.5 Conclusion4. The Coherence Criterion of Truth4.1 Key components of the coherence theory4.2 Symbolic value and symbolic claims4.3 Symbolic truth as internal and external coherence4.4 The nature of coherence: inferential connectivity4.5 Objections4.6 Conclusion5. The Instrumental Criterion of Truth5.1 The general idea5.2 Truth, segmentation and targeting5.3 Alethic facilitation and ontological truth5.4 Alethic responsibility5.5 When is the consumer entitled to believe a behavioural claim?5.6 A standard objection5.7 Conclusion6. Alethic Pluralism6.1 The pluralistic nature of the theory of truth in marketing6.2 Alethic pluralism and objectivity6.3 Pluralism and the metaphysical concept of truth: versus 6.4 Truth and normativity6.5 ConclusionReferences

Polecaj historie

Truth in Marketing: A theory of claim-evidence relations 9781138849198, 1138849197, 9781317535065, 1317535065

399 69 2MB Read more

Truth in Marketing: A theory of claim-evidence relations 2015049595, 9781138849198, 9781315725796

343 125 2MB Read more

The Coherence Theory of Truth

163 36 26MB Read more

The Coherence Theory of Truth

632 82 50MB Read more

Spinoza’S Theory of Truth 9780231891127

Studies Spinoza's philosophy by focusing on his theory of truth as a central importance in his thought and is close

158 70 7MB Read more

Communication of Politics : Cross-Cultural Theory Building in the Practice of Public Relations and Political Marketing: 8th Inte 9781136691898, 9780789021588

Learn how political marketing and public relations affect the electoral process! Communication of Politics: Cross-Cultur

162 54 1MB Read more

A Prosentential Theory of Truth [Course Book ed.] 9781400862689

In a number of influential articles published since 1972, Dorothy Grover has developed the prosentential theory of truth

160 48 16MB Read more

International Relations: A Handbook of Current Theory 9781474286886, 9781474286909, 9781474286893

International Relations offers a guide to the state of International Relations theory during the Cold War. It provides a

587 56 23MB Read more

Quantitative marketing and marketing management: marketing models and methods in theory and practice 9783834930606, 9783834937223, 3834937223

Quantitative marketing has been gaining importance during the last decade. This is indicated by the growing number of mo

148 17 5MB Read more

Theory and Policy in International Relations 9781400871353

A group of leading political scientists assess the relevance and usefulness of international relations theory for policy

191 20 10MB Read more