The history of marketing practice

Authored by: Mark Tadajewski , D.G. Brian Jones

The Routledge Companion to Marketing History

Print publication date:  January  2016
Online publication date:  January  2016

Print ISBN: 9780415714181
eBook ISBN: 9781315882857
Adobe ISBN: 9781134688685

10.4324/9781315882857.ch01

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Abstract

Over the past 30 years, interest in the history of marketing has grown substantially. There have been many major contributions that have sought to highlight the origins of key concepts, theories, ideas, scholarly biographies and schools of thought (e.g. Jones, 2012; Jones and Tadajewski, 2011; Shaw and Jones, 2005; Tadajewski and Jones, 2008; see also the Journal of Historical Research in Marketing special issue on the evolution of key concepts, 2012). This body of scholarship cuts to the heart of marketing theory, often in a deeply critical fashion, arguing against current received wisdom regarding the emergence of the marketing concept, relationship marketing, market research, market segmentation, and self-service retailing to name just a few of the areas that have been contested by marketing historians (e.g. Cochoy, 2016; Fullerton, forthcoming).

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