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The Marketing Institution by Ralph F. Breyer (1934)

The Marketing Institution by Ralph F. Breyer (1934) 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half of the book, about the marketing implications of the “New Deal” response to the “Great Recession” of the 1930s, is out of date; however, the first half offers an insightful analysis of the marketing system and the rudiments of a general theory of marketing.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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Historical Research in Marketing Emerald Publishing

The Marketing Institution by Ralph F. Breyer (1934)

Journal of Historical Research in Marketing , Volume 6 (3): 6 – Aug 12, 2014

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1755-750X
DOI
10.1108/JHRM-07-2013-0047
Publisher site
See Article on Publisher Site

Abstract

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half of the book, about the marketing implications of the “New Deal” response to the “Great Recession” of the 1930s, is out of date; however, the first half offers an insightful analysis of the marketing system and the rudiments of a general theory of marketing.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

Journal of Historical Research in MarketingEmerald Publishing

Published: Aug 12, 2014

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