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C.F. Phillips (1938)
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Alderson's General Theory of Marketing, A Foundation
citation_title=Readings in Marketing, citation_publication_date= (1924)
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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 of the Academy of Marketing Science – Springer Journals
Published: Sep 1, 1990
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