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 of Historical Research in Marketing – Emerald 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
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera