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A history of schools of marketing thought

Several articles already exist reviewing the history of individual schools of marketing thought, particularly Hollander (1980) on the institutional school; Hunt and Goolsby (1988) on functions; Murphy and Enis (1986) and Zinn and Johnson (1990) on the commodity school; Savitt (1981) on interregional trade; Sheth and Gross (1988) on the consumer behavior school; Webster (1992) on marketing management; and Wilkie and Moore (2002, 2003) on twin areas of macromarketing: marketing and society, and marketing and public policy. In addition, there are published reviews on some of the sub-areas of schools, such as Fisk et al. (1993) on Services Marketing; and Berry (1995) on Relationship Marketing. Finally, there are. | Marketing Theory http mtq.sagepub.com A history of schools of marketing thought Eric H. Shawand D. G.Brian Jones Marketing Theory 2005 5 239 DOI 10.1177 1470593105054898 The online version of this article can be found at http mtq.sagepub.Com cgi content abstract 5 3 239 Published by SAGE http www.sagepublications.com Additional services and information for Marketing Theory can be found at Email Alerts http mtq.sagepub.com cgi alerts Subscriptions http mtq.sagepub.com subscriptions Reprints http www.sagepub.com journalsReprints.nav Permissions http www.sagepub.co.uk journalsPermissions.nav Citations http mtq.sagepub.com cgi content refs 5 3 239 Downloaded from http mtq.sagepub.com at SAGE Publications on October 16 2009 Volume 5 3 239-281 Copyright 2005 SAGE www.sagepublications.com DOI 10.1177 1470593105054898 articles A history of schools of marketing thought Eric H. Shaw Florida Atlantic University USA D.G. Brian Jones Quinnipiac University USA Abstract. Marketing has been practiced since ancient times and has been thought about almost as long. Yet it is only during the 20th century that marketing ideas evolved into an academic discipline in its own right. Most concepts issues and problems of marketing thought have coalesced into one of several schools or approaches to understanding marketing. In this article we trace the evolution of 10 schools of marketing thought. At the turn of the 20th century early in the discipline s history the study of functions commodities and institutions emerged as complementary modes of thinking about subject matter and became known collectively as the traditional approaches to studying marketing shortly thereafter the interregional trade approach emerged. About mid-century there was a paradigm shift in marketing thought eclipsing the traditional approaches as a number of newer schools developed marketing management marketing systems consumer behavior macromarketing exchange and marketing history. During the mid 1970s three of the .