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

A collection of essays from various scholars on the history of marketing thought. It covers the development of marketing thought from its early origins to the present day, with a focus on key figures and their contributions. The essays explore the evolution of marketing theory and its relationship to economic development, philosophy, and business practice.

What you will learn

  • What were the key contributions of various scholars to marketing thought?
  • Who were the early pioneers of marketing thought?
  • How did marketing thought evolve from its early origins to the present day?

Typology: Exams

2021/2022

Uploaded on 08/05/2022

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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
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pf4
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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
    1. The First Decade of Marketing Literature PaulD. Converse VIA
    2. Influences on the Development of Marketing Thought, 1900-1923 Robert Bartels 127
    3. 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

  1. Arch W. Shaw Melvin T. Copeland 35
  2. Daniel Starch Neil H. Borden 38
  3. Harry R. Tosdal Ross M. Cunningham 41
  4. Roland S. Vaile E.T. Grether 44
  5. Louis D.H. Weld Donald R.G. Cowan 47
  6. Simon Litman (.1873-1965): Pioneer Marketing Scholar D.G. Brian Jones 51
  7. Theodore N. Beckman (1895-1973): External Manifestations of the Man D.G. Brian Jones 69
  8. Robert Barrels and the History of Marketing Thought Eric H. Shaw and Robert D. Tamilia 83
  9. Influences on the Development of Marketing Thought, 1950-1987 Robert Bartels 97
  10. Wroe Alderson A Life Ben Wooliscroft 142
  11. My Life on Mt. Olympus Stanley C. Hollander 166
  12. 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

  1. 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
  2. Scientific Marketing Management: Its Principles and Methods Part II: The Present Situation in Marketing P. White 235
  3. Marketing Management Concepts: Yesterday and Today Bernard J. La Londe and Edward J. Morrison 257
  4. The Ordering of Marketing Theory: The Influence of McCarthyism and the Cold War Mark Tadajewski 264
  5. Remembering Motivation Research: Toward an Alternative Genealogy of Interpretive Consumer Research Mark Tadajewski 299
  6. 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

  1. A History of Schools of Marketing Thought Eric H. Shaw and D.G. Brian Jones • 3
  2. The Functions School
  3. The Rise and Fall of the Functional Approach to Marketing: A Paradigm Displacement Perspective Shelby D. Hunt and Jerry Goolsby 45
  4. Some Problems in Market Distribution A.W. Shaw 61
  5. The Commodities School
  6. Merchandising Aims and Objectives Melvin T. Copeland 96
  7. The Commodity Approach in Marketing Research: Is It Really Obsolete? Walter Zinn and Scott D. Johnson 111
  8. The Institutional Approach
  9. Origins of the Institutional Approach in Marketing D.G. Brian Jones and David D. Monieson 125
  10. Marketing Functions and Mercantile Organization L.D.H. Weld 145
  11. Interregional Trade School
  12. The Law of Retail Gravitation William J. Reilly 155
  13. New Laws of Retail Gravitation P.D. Converse 175
  14. Marketing Management School
  15. The Marketing Philosophy as a Way of Business Life Fred J. Borch , 184
  16. The Marketing Revolution Robert J. Keith 191
  17. How Modern is Modern Marketing? Marketing's Evolution and the Myth of the "Production Era" Ronald A. Fullerton 197
  18. The Marketing Concept: A Deja Vu Stanley C. Hollander 227
  19. Evolving to a New Dominant Logic for Marketing Stephen L. Vargo and Robert F. Lusch 253