Intellectualization in Macromarketing Revisited: A Reply to Hunt
- 1 December 1989
- journal article
- research article
- Published by SAGE Publications in Journal of Macromarketing
- Vol. 9 (2) , 11-16
- https://doi.org/10.1177/027614678900900203
Abstract
The title of Shelby Hunt's article (1989) is steeped in irony, given what follows in his text. His effort produces a caricature of reason and a surprising misunderstanding of the nature of reification in the social sciences. His is no critique; it is a diatribe pure and simple. I will not respond to Hunt's article on a line-by-line basis. That would be too depressing an exercise. Rather, I will address what appear to be major allegations. All but his last two, his rigor-relevance issue and his reification-realism issue, are dispensed with summarily because they are superficial.Keywords
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