Purpose – The purpose of this review is to examine an early marketing textbook for its insights into concepts and theory that may have relevance today. Design/methodology/approach – To examine the book in light of the commentary provided by numerous scholars over the decades since its publication. Findings – The latter half of the book, about the marketing implications of the “New Deal” response to the “Great Recession” of the 1930s, is out of date; however, the first half offers an insightful analysis of the marketing system and the rudiments of a general theory of marketing. Research limitations/implications – Providing a rationale for marketing systems and core concepts for building a general theory of marketing, the book therefore has much to recommend it to students of marketing thought and theory. Originality/value – This book was first reviewed some 80 years ago. With a longer time horizon, and the additional comments by numerous scholars in the historical literature, a more meaningful appraisal of the influence of this work can now be made.
Journal of Historical Research in Marketing – Emerald Publishing
Published: Aug 12, 2014