Historical Research in Marketing Management

1st Edition

Mark Tadajewski, D.G. Brian Jones

Routledge
Published September 18, 2018
Reference - 218 Pages
ISBN 9780367002152 - CAT# K402514
Series: Key Issues in Marketing Management

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Summary

This collection of articles deal with marketing history and the history of marketing thought, placing these subjects within a marketing management context. Despite the crucial role that historical research can play in expanding our understanding of marketing, studies of the history of marketing are thin on the ground. This volume aims to address this gap. Topics include the history of the Boston Consulting Group’s growth-share matrix, branding, the emergence of marketing schools of thought, managerialism, the marketing concept, relationship marketing, scientific management and marketing, and critical marketing studies. The introduction discusses the three themes that run through the collection: historical method, marketing history, and the history of marketing thought.

This book was originally published as a special issue of the Journal of Marketing Management.

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