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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
- Pre-20th Century Marketing Thought
- The Role of Marketing in Early Theories of Economic Development Donald F. Dixon 3
- Emerging Macromarketing Concepts: From Socrates to Alfred Marshall Donald F. Dixon 18
- Some Late Nineteenth-Century Antecedents of Marketing Theory Donald F. Dixon 34
- Marketing as Production: The Development of a Concept Donald F. Dixon 53
- Appraisal of Contributions to Marketing Thought by Late Nineteenth Century Liberal Economists F.G. Coolsen 65
- The First Dialogue on Macromarketing Eric H. Shaw 106
- Early Development of the Marketing Discipline
- The First Decade of Marketing Literature PaulD. Converse VIA
- Influences on the Development of Marketing Thought, 1900-1923 Robert Bartels 127
- Early Development of the Philosophy of Marketing Thought D.G. Brian Jones and David D. Monieson 145
- Historical Surveys of the Development of Marketing Thought
- A History of Marketing Thought D.G. Brian Jones and Eric H. Shaw 165
Contents vii
- Arch W. Shaw Melvin T. Copeland 35
- Daniel Starch Neil H. Borden 38
- Harry R. Tosdal Ross M. Cunningham 41
- Roland S. Vaile E.T. Grether 44
- Louis D.H. Weld Donald R.G. Cowan 47
- Simon Litman (.1873-1965): Pioneer Marketing Scholar D.G. Brian Jones 51
- Theodore N. Beckman (1895-1973): External Manifestations of the Man D.G. Brian Jones 69
- Robert Barrels and the History of Marketing Thought Eric H. Shaw and Robert D. Tamilia 83
- Influences on the Development of Marketing Thought, 1950-1987 Robert Bartels 97
- Wroe Alderson A Life Ben Wooliscroft 142
- My Life on Mt. Olympus Stanley C. Hollander 166
- 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
- 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
- Scientific Marketing Management: Its Principles and Methods Part II: The Present Situation in Marketing P. White 235
- Marketing Management Concepts: Yesterday and Today Bernard J. La Londe and Edward J. Morrison 257
- The Ordering of Marketing Theory: The Influence of McCarthyism and the Cold War Mark Tadajewski 264
- Remembering Motivation Research: Toward an Alternative Genealogy of Interpretive Consumer Research Mark Tadajewski 299
- 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
- A History of Schools of Marketing Thought Eric H. Shaw and D.G. Brian Jones • 3
- The Functions School
- The Rise and Fall of the Functional Approach to Marketing: A Paradigm Displacement Perspective Shelby D. Hunt and Jerry Goolsby 45
- Some Problems in Market Distribution A.W. Shaw 61
- The Commodities School
- Merchandising Aims and Objectives Melvin T. Copeland 96
- The Commodity Approach in Marketing Research: Is It Really Obsolete? Walter Zinn and Scott D. Johnson 111
- The Institutional Approach
- Origins of the Institutional Approach in Marketing D.G. Brian Jones and David D. Monieson 125
- Marketing Functions and Mercantile Organization L.D.H. Weld 145
- Interregional Trade School
- The Law of Retail Gravitation William J. Reilly 155
- New Laws of Retail Gravitation P.D. Converse 175
- Marketing Management School
- The Marketing Philosophy as a Way of Business Life Fred J. Borch , 184
- The Marketing Revolution Robert J. Keith 191
- How Modern is Modern Marketing? Marketing's Evolution and the Myth of the "Production Era" Ronald A. Fullerton 197
- The Marketing Concept: A Deja Vu Stanley C. Hollander 227
- Evolving to a New Dominant Logic for Marketing Stephen L. Vargo and Robert F. Lusch 253