History of Marketing Thought: A Comprehensive Overview, Exams of Marketing

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SAGE LIBRARY OF MARKETING

History of Marketing

Thought

VOLUME I

Edited by

Mark Tadajewski and D.G. Brian Jones

(DSAGE Publications

Los Angeles • London • New Delhi • Singapore

Contents

Appendix of Sources xi The History of Marketing Thought: Introduction and Overview Mark Tadajewski and D.G. Brian Jones xix

Volume I

Part I: The Development of Marketing Thought: An Overview

1. Pre-20th Century Marketing Thought
   1. The Role of Marketing in Early Theories of Economic Development Donald F. Dixon 3
   2. Emerging Macromarketing Concepts: From Socrates to Alfred Marshall Donald F. Dixon 18
   3. Some Late Nineteenth-Century Antecedents of Marketing Theory Donald F. Dixon 34
   4. Marketing as Production: The Development of a Concept Donald F. Dixon 53
   5. Appraisal of Contributions to Marketing Thought by Late Nineteenth Century Liberal Economists F.G. Coolsen 65
   6. The First Dialogue on Macromarketing Eric H. Shaw 106
2. Early Development of the Marketing Discipline
   7. The First Decade of Marketing Literature PaulD. Converse VIA
   8. Influences on the Development of Marketing Thought, 1900-1923 Robert Bartels 127
   9. Early Development of the Philosophy of Marketing Thought D.G. Brian Jones and David D. Monieson 145
3. Historical Surveys of the Development of Marketing Thought
4. A History of Marketing Thought D.G. Brian Jones and Eric H. Shaw 165

Contents vii

35. Arch W. Shaw Melvin T. Copeland 35
36. Daniel Starch Neil H. Borden 38
37. Harry R. Tosdal Ross M. Cunningham 41
38. Roland S. Vaile E.T. Grether 44
39. Louis D.H. Weld Donald R.G. Cowan 47
40. Simon Litman (.1873-1965): Pioneer Marketing Scholar D.G. Brian Jones 51
41. Theodore N. Beckman (1895-1973): External Manifestations of the Man D.G. Brian Jones 69
42. Robert Barrels and the History of Marketing Thought Eric H. Shaw and Robert D. Tamilia 83
43. Influences on the Development of Marketing Thought, 1950-1987 Robert Bartels 97
44. Wroe Alderson A Life Ben Wooliscroft 142
45. My Life on Mt. Olympus Stanley C. Hollander 166
46. Sidney Levy: Challenging the Philosophical Assumptions of Marketing Garth E. Harris 192

Part III: Contextualising the Development of

Marketing Thought

1. Contextualising the Development of Marketing Thought

47. Forces Impinging on Long-Term Business-to-Business Relationships in the United States: An Historical Perspective William W. Keep, Stanley C. Hollander and Roger Dickinson 209
48. Scientific Marketing Management: Its Principles and Methods Part II: The Present Situation in Marketing P. White 235
49. Marketing Management Concepts: Yesterday and Today Bernard J. La Londe and Edward J. Morrison 257
50. The Ordering of Marketing Theory: The Influence of McCarthyism and the Cold War Mark Tadajewski 264
51. Remembering Motivation Research: Toward an Alternative Genealogy of Interpretive Consumer Research Mark Tadajewski 299
52. Counterculture, Criticisms, and Crisis: Assessing the Effect of the Sixties on Marketing Thought Mark J. Arnold and James E. Fisher 337

viii Contents

Volume III

Part III: Contextualising the Development of Marketing Thought (Continued)

2. The Schools of Thought in Marketing

53. A History of Schools of Marketing Thought Eric H. Shaw and D.G. Brian Jones • 3
54. The Functions School
55. The Rise and Fall of the Functional Approach to Marketing: A Paradigm Displacement Perspective Shelby D. Hunt and Jerry Goolsby 45
56. Some Problems in Market Distribution A.W. Shaw 61
57. The Commodities School
58. Merchandising Aims and Objectives Melvin T. Copeland 96
59. The Commodity Approach in Marketing Research: Is It Really Obsolete? Walter Zinn and Scott D. Johnson 111
60. The Institutional Approach
61. Origins of the Institutional Approach in Marketing D.G. Brian Jones and David D. Monieson 125
62. Marketing Functions and Mercantile Organization L.D.H. Weld 145
63. Interregional Trade School
64. The Law of Retail Gravitation William J. Reilly 155
65. New Laws of Retail Gravitation P.D. Converse 175
66. Marketing Management School
67. The Marketing Philosophy as a Way of Business Life Fred J. Borch , 184
68. The Marketing Revolution Robert J. Keith 191
69. How Modern is Modern Marketing? Marketing's Evolution and the Myth of the "Production Era" Ronald A. Fullerton 197
70. The Marketing Concept: A Deja Vu Stanley C. Hollander 227
71. Evolving to a New Dominant Logic for Marketing Stephen L. Vargo and Robert F. Lusch 253