The Myth Of The Marketing Revolution  

Oleh:

Jones, D. G. Brian ; Richardson, Alan J.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Macromarketing vol. 27 no. 1 (Mar. 2007), page 15-24.
Topik: history of marketing thought; four eras of marketing; production era
Fulltext: 15.pdf (984.6KB)

Isi artikel

This study used content analysis of source material from the 1890s to examine the enduring historical theory of a marketing revolution first proposed in 1960 by Robert Keith and still popular in introductory marketing textbooks today. The results are consistent with earlier studies. Strong evidence exists of sales and marketing orientations during the period known as the production era. We conclude that there was no marketing revolution.

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