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Reflections on The History of Marketing Thought

Reflections on The History of Marketing Thought Purpose – The purpose of this paper is to stimulate historical thinking in dealing with problems of marketing thought, by explaining the advantages of studying the history of a discipline's ideas; examining what has been included in prior histories; and evaluating the completeness of coverage in Tadajewski and Jones' (2008) The History of Marketing Thought . Design/methodology/approach – This paper presents a comparative analysis based upon prior histories of marketing thought. Findings – For teaching, with modest supplementation, The History of Marketing Thought provides a full appreciation of the intellectual heritage of marketing. For research purposes, The History of Marketing Thought does reasonably well in organizing concepts and theories into schools of marketing thought but less well in showing how these ideas can be organized across the readings to produce new knowledge. Practical implications – There were some important omissions in the collection. Marketing's leading thinker was largely neglected and many significant problems for marketing thought are overlooked. There was no discussion of methodological issues and minimal editorial commentary connected the parts and sections to provide a research thrust to the work. Consequently, it is recommended that another volume or two be added to this set. Originality/value – The educational value of this work is in transmitting the knowledge base of the discipline from one generation of marketing scholars to the next. It is only after the ideas developed by earlier marketing thinkers are fully understood that innovative theories can be constructed and new knowledge created. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Historical Research in Marketing Emerald Publishing

Reflections on The History of Marketing Thought

Journal of Historical Research in Marketing , Volume 1 (2): 16 – Jul 10, 2009

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References (81)

Publisher
Emerald Publishing
Copyright
Copyright © 2009 Emerald Group Publishing Limited. All rights reserved.
ISSN
1755-750X
DOI
10.1108/17557500910974640
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to stimulate historical thinking in dealing with problems of marketing thought, by explaining the advantages of studying the history of a discipline's ideas; examining what has been included in prior histories; and evaluating the completeness of coverage in Tadajewski and Jones' (2008) The History of Marketing Thought . Design/methodology/approach – This paper presents a comparative analysis based upon prior histories of marketing thought. Findings – For teaching, with modest supplementation, The History of Marketing Thought provides a full appreciation of the intellectual heritage of marketing. For research purposes, The History of Marketing Thought does reasonably well in organizing concepts and theories into schools of marketing thought but less well in showing how these ideas can be organized across the readings to produce new knowledge. Practical implications – There were some important omissions in the collection. Marketing's leading thinker was largely neglected and many significant problems for marketing thought are overlooked. There was no discussion of methodological issues and minimal editorial commentary connected the parts and sections to provide a research thrust to the work. Consequently, it is recommended that another volume or two be added to this set. Originality/value – The educational value of this work is in transmitting the knowledge base of the discipline from one generation of marketing scholars to the next. It is only after the ideas developed by earlier marketing thinkers are fully understood that innovative theories can be constructed and new knowledge created.

Journal

Journal of Historical Research in MarketingEmerald Publishing

Published: Jul 10, 2009

Keywords: Marketing theory; Marketing; History

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