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Pre-aldersonian antecedents to macromarketing: Insights from the textual literature

Pre-aldersonian antecedents to macromarketing: Insights from the textual literature Abstract The article examines the major antecedents to the systemic perspective of macromarketing from the 1920s to the period before Alderson's work. Major developments are presented and evaluated in an approach advocated by Kuhn. The paper draws on the textual literature. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

Pre-aldersonian antecedents to macromarketing: Insights from the textual literature

Journal of the Academy of Marketing Science , Volume 18 (4): 9 – Sep 1, 1990

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References (60)

Publisher
Springer Journals
Copyright
1990 Academy of Marketing Science
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1007/BF02723914
Publisher site
See Article on Publisher Site

Abstract

Abstract The article examines the major antecedents to the systemic perspective of macromarketing from the 1920s to the period before Alderson's work. Major developments are presented and evaluated in an approach advocated by Kuhn. The paper draws on the textual literature.

Journal

Journal of the Academy of Marketing ScienceSpringer Journals

Published: Sep 1, 1990

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