Historical Research in Marketing Management

Sommario

Introduction Section One: Method and Justification of Historical Research in Marketing 1. Historical Perspective in Marketing Management, Explicating Experience Section Two: Marketing History (Management Practice) 2. Boxing up or Boxed in?: A Short History of the Boston Consulting Group Share/ Growth Matrix 3. An Exercise in Early Modern Branding Section Three: History of Marketing Thought 4. Marketing and Conflicting Dates for its Emergence: Hotchkiss, Bartels, the ‘Fifties School’ and Alternative Accounts 5. Parallel Universes and Disciplinary Space: The Bifurcation of Managerialism and Social Science in Marketing Studies 6. Eventalizing the Marketing Concept 7. Reading ‘The Marketing Revolution’ Through the Prism of the FBI 8. Scientific Marketing Management and the Emergence of the Ethical Marketing Concept 9. Towards a History of Critical Marketing Studies

Info autore

Mark Tadajewski is Professor of Marketing at the University of Durham, UK. He is the Co-Editor of the Journal of Marketing Management and the author of various books and articles.
D.G. Brian Jones is Professor of Marketing at Quinnipiac University, USA. He is Editor of the Journal of Historical Research in Marketing, author of Pioneers in Marketing (2012), and co-editor with Mark Tadajewski of the three-volume set of readings titled The History of Marketing Thought (2008).

Riassunto

This wide-ranging collection explores the historical dimensions of marketing management, focusing on three themes; 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.

Dettagli sul prodotto

• Autori: Mark (University of Durham Tadajewski, Mark Jones Tadajewski
• Con la collaborazione di: D.G. Brian Jones (Editore), Mark Tadajewski (Editore), Tadajewski Mark (Editore)
• Editore: Taylor & Francis Ltd.
• Lingue: Inglese
• Formato: Tascabile
• Pubblicazione: 30.11.2018
• EAN: 9780367002152
• ISBN: 978-0-367-00215-2
• Pagine: 218
• Serie: Key Issues in Marketing Management; Key Issues in Marketing Management
• Categorie: Scienze sociali, diritto, economia > Economia > Pubblicità, marketing; Market research, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Sales & Selling / Management, BUSINESS & ECONOMICS / Marketing / Research, Sales & marketing management, Sales and marketing management