The History of Marketing Thought: (SAGE Library in Marketing)

This new major work by Sage performs the vital task of collecting together those articles that have examined the history of marketing thought. It includes not only the seminal articles in the field but also those that have been forgotten, neglected and elided from the history of marketing as it has been represented to date. Part I provides an overview of the development of marketing thought using a range of key publications that cover the history of marketing thought until present day. Part II introduces historical figures that have played an important role in developing marketing thought. Part III places the development of marketing thought in its historical context by connecting the changing industrial climate of the late nineteenth century, with the emerging conceptual foundations of marketing thought. This major work, compiled by well-reputed researchers in the field, will ensure that material published in difficult to obtain sources is kept in circulation as well as providing academics and students with a resource that will endow them with an in-depth understanding of the development of their discipline.

Table of Contents:
Volume One PART ONE: THE DEVELOPMENT OF MARKETING THOUGHT: AN OVERVIEW Pre-20th Century Marketing Thought The Role of Marketing in Early Theories of Economic Development - D F Dixon Marketing Structure and the Theory of Economic Interdependence - D F Dixon Early Analytical Developments Some Late 19th Century Antecedents of Marketing Theory - D F Dixon Emerging Macromarketing Concepts - D F Dixon From Socrates to Alfred Marshall The First Dialogue on Macromarketing - E H Shaw Appraisal of Contributions to Marketing Thought by 19th Century Liberal Economists - F G Coolsen Early Development of the Marketing Discipline The First Decade of Marketing Literature - P D Converse Influences on the Development of Marketing Thought - R Bartels 1900-1923 Early Development of the Philosophy of Marketing Thought - D G B Jones and D D Monieson Historical Surveys of the Development of Marketing Thought A History of Marketing Thought - D G B Jones and E H Shaw Scholarly Research in Marketing - W L Wilkie and E S Moore Exploring the ′Four Eras′ of Thought Development PART TWO: THE PIONEERS OF MARKETING THOUGHT Early Teachers of Marketing - H H Maynard Contribution of Women to U S Marketing Thought - M E Zukerman and M L Carsky Hugh Elmer Agnew - W J McKeon Ralph F Breyer - R W Cox Arthur Norris Brisco - J H Wingate Ralph Starr Butler - J P Wood Paul Terry Cherrington - A M Crossley Fred Emerson Clark - R M Clewett Paul Dulaney Converse - H W Huegy Biography and the History of Marketing Thought - D G B Jones Henry Charles Taylor and Edward David Jones Melvin T Copeland - M P McNair Henry E Erdman - G L Mehren Edward A Filene and Lincoln Filene - D Bloomfield Benjamin Horace Hibbard - H E Erdman George Burton Hotchkiss - D B Lucas Leverett Samuel Lyon - N H Engle Harold H Maynard - T N Beckman Volume Two Edwin Griswold Nourse - E T Grether Paul Henry Nystrom - D J Duncan Charles Coolidge Parlin - W Alderson Stanley B Resor - L W Jacobs Clarence Saunders - P E Rockwood Walter Dill Scott - E C Lynch Pioneer Industrial Psychologist Arch W Shaw - M T Copeland Daniel Starch - N H Borden Harry R Tosdal - R M Cunningham Ronald Snow Vaile - E T Grether Louis D H Weld - D R G Cowan Simon Litman (1873-1965) - D G B Jones Pioneer Marketing Scholar Theodore N Beckman (1895-1973) - D G B Jones External Manifestations of the Man Robert Bartels and the History of Marketing Thought - E Shaw and R Tamilia Influences on the Development of Marketing Thought, 1950-1987 - R Bartels Wroe Anderson - B Wooliscroft A Life My Life on Mt Olympus - S C Hollander Sidney Levy - G E Harris Challenging the Philosophical Assumptions of Marketing PART THREE: CONTEXTUALIZING THE DEVELOPMENT OF MARKETING THOUGHT Contextualizing the Development of Marketing Thought Forces Impinging on Long-Term Business-to-Business Relationships in the United States - W W Keep, S C Hollander and R Dickinson An Historical Perspective Marketing and the Public / Marketing and the Enterpriser - P White Marketing Management Concepts - B J La Londe and E J Morrison Yesterday and Today The Ordering of Marketing Theory - M Tadajewski The Influence of McCarthyism and the Cold War Remembering Motivation Research - M Tadajewski Toward an Alternative Genealogy of Interpretive Consumer Research Counterculture, Criticisms and Crisis - M J Arnold and J E Fisher Assessing the Effect of the Sixties on Marketing Thought Volume Three The Schools of Thought in Marketing A History of Schools of Thought in Marketing - E H Shaw and D G B Jones The Functions School The Rise and Fall of the Functionalist Approach to Marketing - S D Hunt and J Goolsby A Paradigm Displacement Perspective Some Problems in Market Distribution - A W Shaw The Commodities School Principles of Merchandising - M T Copeland The Commodity Approach in Marketing Research - W Zinn and S D Johnson Is It Really Obsolete? The Institutional Approach Marketing Functions and Mercantile Organization - L D H Weld Origins of the Institutional Approach in Marketing - D G B Jones and D D Monieson Inter-Regional Trade School The Law of Retail Gravitation - W J Reilly New Laws of Retail Gravitation - P D Converse Marketing Management School The Marketing Philosophy as a Way of Business Life - F J Borsch The Marketing Revolution - R J Keith How Modern Is ′Modern′ Marketing? Marketing′s Evolution and Myth of the ′Production′ Era - R A Fullerton The Marketing Concept - S C Hollander A D[ac]e[gr]a Vu Evolving to a New Dominant Logic for Marketing - S Vargo and R F Lusch Consumer Behaviour School Economics, Psychology and the Literature of the Subdiscipline of Consumer Behavior - R Mittelstaedt Scholarly Traditions and the European Roots of American Consumer Research - H H Kassarjian Macromarketing School Pre-Aldersonian Antecedents to Macromarketing - R Savitt Insights from the Textual Literature Consumer Sovereignty, Democracy and the Marketing Concept - D F Dixon A Macromarketing Perspective Macromarketing - R Layton and S Grossbart Past, Present and Possible Future Exchange School Toward a Formal Theory of Transactions and Transvections - W Alderson and M W Miles Marketing as Exchange - R P Bagozzi On Defining Marketing - C Gr[um]onroos Finding a New Roadmap for Marketing

About the Author :
I have previously taught at the Universities of Leicester, Essex and Strathclyde and my research interests are fairly eclectic. I continue to engage in research related to the history of marketing, with a specific focus on the influence of the Cold War on marketing and advertising theory. An on-going stream of research deals with racism and eugenics in marketing theory, thought and practice. Suffice to say, these are just a sample of what is presently occupying my attention.