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Subject trends in The History of Marketing Thought : from simplicity towards complexity

Subject trends in The History of Marketing Thought : from simplicity towards complexity Purpose – The purpose of this paper is to describe and position the work by Tadajewski and Jones on The History of Marketing Thought as it relates to complexity sciences and the future of marketing thought. Design/methodology/approach – A conceptual discussion is provided based upon a series of identified subject trends in the history of marketing thought. Findings – There appears to be a common denominator across the addressed subject trends in The History of Marketing Thought , namely the movement from simplicity towards complexity. Marketing thought is mostly descriptive, and to some extent explanatory, but it has not yet reached the level of providing predictability. Research limitations/implications – The future of marketing thought may benefit from the inclusion and inspiration of approaches derived from the complexity sciences. Practical implications – The author poses some concerns regarding the future of marketing thought. Originality/value – The author contends that there is a need for attention to be paid to the evident movement from simplicity towards complexity in marketing thought. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Historical Research in Marketing Emerald Publishing

Subject trends in The History of Marketing Thought : from simplicity towards complexity

Journal of Historical Research in Marketing , Volume 1 (2): 10 – Jul 10, 2009

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Publisher
Emerald Publishing
Copyright
Copyright © 2009 Emerald Group Publishing Limited. All rights reserved.
ISSN
1755-750X
DOI
10.1108/17557500910974668
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to describe and position the work by Tadajewski and Jones on The History of Marketing Thought as it relates to complexity sciences and the future of marketing thought. Design/methodology/approach – A conceptual discussion is provided based upon a series of identified subject trends in the history of marketing thought. Findings – There appears to be a common denominator across the addressed subject trends in The History of Marketing Thought , namely the movement from simplicity towards complexity. Marketing thought is mostly descriptive, and to some extent explanatory, but it has not yet reached the level of providing predictability. Research limitations/implications – The future of marketing thought may benefit from the inclusion and inspiration of approaches derived from the complexity sciences. Practical implications – The author poses some concerns regarding the future of marketing thought. Originality/value – The author contends that there is a need for attention to be paid to the evident movement from simplicity towards complexity in marketing thought.

Journal

Journal of Historical Research in MarketingEmerald Publishing

Published: Jul 10, 2009

Keywords: History; Marketing; Complexity theory

References

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