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Pioneers in Marketing: Biographical Essays (2012)
D.G. Brian Jones
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"A History of Historical Research in Marketing", chapter 3
D.G. Brian Jones
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Modern pioneers in marketing: autobiographical sketches by leading scholars
D.G. Brian Jones, mark tadajewski
Abstract Purpose – This paper aims to introduce a special issue of the Journal of Historical Research in Marketing which includes autobiographical sketches by leading scholars in the history of marketing and consumer research. Design/methodology/approach – A brief review of the (auto)biographical tradition in marketing scholarshipleadstoacommentaryonthefouraccountsinthisissue. Findings – Highlights of the four portraits are presented and insights into their authors’ lives and careers areoffered. Originality/value – The authors hope this introductory article whets readers’ appetites to learn more about the four contributors whose careers and personal lives are explicated for their consumption. Keywords History of marketing thought, Consumer research, Russell Belk, Philip Kotler, Sidney Levy, Morris Holbrook
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The History of Marketing Science: Beginnings
Jacobo Riquelme
Book chapter of great authors
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Scholarly Research in Marketing: Exploring the “4 Eras” of Thought Development
Elizabeth Moore
Http Dx Doi Org 10 1509 Jppm 22 2 116 17639, 2013
Today's body of marketing thought is expanding geometrically, pushing frontiers in numerous domains-quantitatively, behaviorally, strategically-with much enhanced technology and on an increasingly globalized basis. As this pushes forward on many fronts, however, it is also worthwhile to ask what is in danger of being left behind. What is the benefit, if any, of discerning the roots of this field? On the basis of an extended look across the last century of marketing thought, this article paints a wide-ranging portrait of (1) the general course that has been taken by the body of marketing thought over its "4 Eras" and (2) how the treatment of societal dimensions of marketing has fared during each period. On the basis of these findings, the authors pose several key issues for further consideration by interested thinkers concerned with the progress of marketing scholarship.
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The history of academic research in marketing and its implications for the future
Spanish Journal of Marketing-ESIC (AEMARK)
Spanish Journal of Marketing - ESIC, 2020
Purpose The purpose of this study is to determine what the history of research in marketing implies for the reaction of the field to recent developments in technology due to the internet and associated developments. Design/methodology/approach This paper examines the introduction of new research topics over 10-year intervals from 1960 to the present. These provide the basic body of knowledge that drives the field at the present time. Findings While researchers have always borrowed techniques, they have refined them to make them applicable to marketing problems. Moreover, the field has always responded to new developments in technology, such as more powerful computers, scanners and scanner data, and the internet with a flurry of research that applies the technologies. Research limitations/implications Marketing will adapt to changes brought on by the internet, increased computer power and big data. While the field faces competition for other disciplines, its established body of knowledge about solving marketing problems gives it a unique advantage. Originality/value This paper traces the history of academic marketing from 1960 to the present to show how major changes in the field responded to changes in computer power and technology. It also derives implications for the future from this analysis.
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Reflections on the history of marketing thought and theory development
Robert Tamilia
Marketing Theory, 2011
What happens when accumulated knowledge from the past as regards both practice and theory is absent in marketing education? Simply put, scholarly knowledge gets lost with dire consequences not only for the nature and scope of marketing as an academic discipline but also for the type of research undertaken. The quest to be current, especially in marketing management, has resulted in the fragmentation of marketing into ever more specialized areas resulting in the creation of silos with little room for scholarly work in marketing thought and marketing theory building.
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The Development of Marketing Thought
Robert Tamilia
Journal of Marketing Research, 1964
Robert Bartels was one of marketing's most prolific scholars. His research covered a broad array of marketing topics, including the marketing-as-a-science debate, theory, metatheory, the nature and scope of marketing, credit management, international marketing, comparative marketing, macromarketing, and marketing education, among others. Bartels's most significant and enduring contribution, however, was his fifty years of ongoing research, from dissertation to last publication, in the area with which his name became synonymous-The History of Marketing Thought. Although not without criticism, no other work provides such a long view of marketing's past and wide sweep of its subdisciplines. By tracing the history of marketing thought in the twentiethcentury American academy, Bartels nurtured the interest in marketing's heritage and established a common knowledge base for generations of marketing students. RobertBart els's academic contributions to the marketing discipline are numerous and varied. He wrote books and articles on credit management, international marketing, and comparative marketing. Passionate about teaching, he wrote articles on improving marketing education. He also made frequent and significant contributions to the literature in the areas of marketing as a science, the nature and scope of marketing, marketing principles, marketing theory, and metatheory in marketing. Bartels received many prestigious awards for his scholarship; in 1977, his article "Macromarketing" (Bartels 1977) earned the Journal of Marketing's Harold H. Maynard Award, named after his mentor, for its contribution to marketing thought and theory. His book Marketing Theory and Metatheory (Bartels 1970a) received the Paul D. Converse Award in 1981 for its contribution to the advancement of the science of marketing. The focus of the present article, because it affected Bartels's thinking during his entire academic career, influenced much of his writing in other areas, and represents his greatest intellectual contribution, is the work with which Bartels's name has become synonymous-The History of Marketing Thought (Bartels 1976, 1988).
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Historical Research in Marketing: A Review
mark tadajewski
This paper reviews 30 years of interdisciplinary scholarship that deals with marketing history or the history of marketing thought. We have ranged across the humanities and social sciences to review the very best scholarship that these domains have produced which speaks to issues likely to concern the readers of the Journal of Marketing Management (JMM). These domains include: the history of marketing management, history of market research, history of market segmentation, product management history, retailing and channels history, promotion history, advertising history, the history of marketing thought, and marketing and the management of subjectivity, among others. Given obvious page limitations we have nevertheless tried to appeal to the paradigmatic span of the readers of the JMM. With this in mind, we have critically reviewed material that will be of interest to managerially oriented academics, as well as those who subscribe to consumer culture theoretics and critical marketing studies.
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Theory and History in Marketing: Reply
Jerry Kirkpatrick
Managerial and Decision Economics, 1985
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