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An overview of The History of Marketing Thought

An overview of The History of Marketing Thought Purpose – The purpose of this paper is to be more than a book review essay on the work by Tadajewski and Jones, The History of Marketing Thought . It reviews the literature on marketing history and thought, and includes suggestions for additional research on that topic. Design/methodology/approach – The research relies heavily on previously published articles and on databank searches. Findings – A more complete time line of the history of marketing thought is presented. It is also shown that more biographical historical research is needed, especially on those pioneer practitioners of marketing whose legacy has influenced marketing thought and practice. Practical implications – Knowing more about the history of marketing thought will prove useful both to academics and to practitioners. Biographies are also practical because we learn more about both the scholars and the times that have transformed this discipline. Originality/value – The essay offers a brief but succinct summary of the history of marketing thought over millennia while at the same time reviewing a readings book on the topic. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Historical Research in Marketing Emerald Publishing

An overview of The History of Marketing Thought

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Publisher
Emerald Publishing
Copyright
Copyright © 2009 Emerald Group Publishing Limited. All rights reserved.
ISSN
1755-750X
DOI
10.1108/17557500910974659
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to be more than a book review essay on the work by Tadajewski and Jones, The History of Marketing Thought . It reviews the literature on marketing history and thought, and includes suggestions for additional research on that topic. Design/methodology/approach – The research relies heavily on previously published articles and on databank searches. Findings – A more complete time line of the history of marketing thought is presented. It is also shown that more biographical historical research is needed, especially on those pioneer practitioners of marketing whose legacy has influenced marketing thought and practice. Practical implications – Knowing more about the history of marketing thought will prove useful both to academics and to practitioners. Biographies are also practical because we learn more about both the scholars and the times that have transformed this discipline. Originality/value – The essay offers a brief but succinct summary of the history of marketing thought over millennia while at the same time reviewing a readings book on the topic.

Journal

Journal of Historical Research in MarketingEmerald Publishing

Published: Jul 10, 2009

Keywords: Marketing theory; Marketing; History

References

  • How Philip Kotler has helped to shape the field of marketing
    Bourassa, M.; Cunningham, P.; Handelman, J.

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