Pioneers in Marketing presents a collection of eight biographical essays about seminal marketing scholars of the twentieth century, focusing on the careers and contributions of those who contributed most to the development of the marketing discipline. Five of the eight biographies rely extensively on archival materials which allow for a much more detailed examination of the subject's life and career than earlier published sketches, and two of the biographies in this collection are drawn from from extensive interviews with the subject. The careers of most of the scholars included in this...
Pioneers in Marketing presents a collection of eight biographical essays about seminal marketing scholars of the twentieth century, focusing on the ca...
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,...
This collection of articles deal with marketing history and the history of marketing thought, placing these subjects within a marketing management ...
