The Handbook of Marketing presents a major retrospective and prospective overview of the field of marketing, and provides a landmark reference at a time when many of the traditional boundaries and domains within the marketing discipline have been subject to change. The Handbook frames, assesses and synthesizes the work in the field and helps to define and shape its current and future development. It includes contributions from leading scholars in the field, and the input of an international and extremely distinguished advisory board of marketing academics. The Handbook of Marketing will be invaluable to advanced undergraduates, graduate students and academics in marketing.
Chapter 3: A History of Marketing Thought
A History of Marketing Thought
This section considers the nature of historical research in marketing, why this research should matter to marketing scholars, the various approaches to studying the history of marketing thought, and the organization of this chapter.
Historical Research in Marketing
Marketing historians have generally followed the tradition long held by economists, which is to separate the history of practice from the history of thought and to focus their studies on one or the other. Thus, historical research in marketing divides roughly into marketing history and the history of marketing thought. It is the latter we are reviewing in this chapter. Of course, as Stanley Hollander once observed, ‘practice is not entirely thoughtless and thought is often practice-driven’ (1989, p. xx). ...