Early schools of marketing thought and marketplace evolution

Early schools of marketing thought and marketplace evolution Purpose – The marketplace evolution associated with the development of the electronic marketplace provides the marketing discipline with a unique opportunity to examine the value of its early literature in the context of a changing market environment. The purpose of this paper is to use the early marketing literature to develop theoretical propositions related to the internet marketplace. Design/methodology/approach – Seminal marketing thought is reviewed and used to provide a conceptual understanding of various aspects of electronic commerce. Findings – Perspectives from the commodity, functional, regional, institutional, and functionalist schools of marketing are used to explain the evolution of the electronic marketplace as well as to provide propositions to guide future research. Originality/value – The application of historical marketing thought to a contemporary business situation serves to validate the robustness of the early literature and demonstrates its ongoing value and usefulness to the discipline. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Historical Research in Marketing Emerald Publishing

Early schools of marketing thought and marketplace evolution

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Publisher
Emerald Publishing
Copyright
Copyright © 2012 Emerald Group Publishing Limited. All rights reserved.
ISSN
1755-750X
D.O.I.
10.1108/17557501211195127
Publisher site
See Article on Publisher Site

Abstract

Purpose – The marketplace evolution associated with the development of the electronic marketplace provides the marketing discipline with a unique opportunity to examine the value of its early literature in the context of a changing market environment. The purpose of this paper is to use the early marketing literature to develop theoretical propositions related to the internet marketplace. Design/methodology/approach – Seminal marketing thought is reviewed and used to provide a conceptual understanding of various aspects of electronic commerce. Findings – Perspectives from the commodity, functional, regional, institutional, and functionalist schools of marketing are used to explain the evolution of the electronic marketplace as well as to provide propositions to guide future research. Originality/value – The application of historical marketing thought to a contemporary business situation serves to validate the robustness of the early literature and demonstrates its ongoing value and usefulness to the discipline.

Journal

Journal of Historical Research in MarketingEmerald Publishing

Published: Jan 27, 2012

Keywords: Commodity school; Functional school; Regional school; Institutional school; Functionalist school; History of marketing thought; Marketing; Electronic commerce; Marketing theory

References

  • Principles of Marketing
    Clark, F.E.
  • Theory in Marketing
    Cox, R.; Alderson, W. (Eds)
  • The theoretical foundation of supply chain management: a functionalist theory of marketing
    Svensson, G.
  • Efficient consumer response – its origin and evolution in the history of marketing
    Svensson, G.

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