Journal ArticleDOI
Eventalizing the marketing concept
TLDR
In this paper, the authors argue that marketing scholars and practitioners were well aware of the benefits that accrue from a customer orientation and were encouraged to orient their organisations in this manner by the growth in industrial production facilities stimulated by World War II.Abstract:
This paper “eventalizes” the marketing concept and in doing so will highlight the value of detailed cross-source analysis in historical research. But more than this, it will not simply call upon canonical sources in relation to debates surrounding the marketing concept for the reason that non-canonical sources – that is, periodical material or out-of-print texts that very few people have read or have acknowledged as central contributions to the field – may contain references to debates that have long been written out of the historical record and could encourage us, as marketing scholars, to adopt a more sceptical stance toward what we take for granted historically and neglect to subject to critical scrutiny. This argument is illustrated via the demonstration that marketing scholars and practitioners were well aware of the benefits that accrue from a customer orientation and were encouraged to orient their organisations in this manner by the growth in industrial production facilities stimulated by World Wa...read more
Citations
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Book ChapterDOI
The archaeology of knowledge
TL;DR: We may not be able to make you love reading, but archaeology of knowledge will lead you to love reading starting from now as mentioned in this paper, and book is the window to open the new world.
Journal ArticleDOI
Freedom from fear: the American people in depression and war, 1929–1945 . By David M. Kennedy. Oxford and New York: Oxford University Press, 1999. Pp. xviii+936. ISBN 0-19-503834-7. £30.00.
Journal ArticleDOI
The foundations of relationship marketing: reciprocity and trade relations
TL;DR: The authors examined relationship marketing from an historical perspective and found that reciprocity was largely relationship marketing orientated in nature, and that by the late 1960s and early 1970s, reciprocity had fallen into disrepute.
References
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Journal ArticleDOI
Evolving to a New Dominant Logic for Marketing
Stephen L. Vargo,Robert F. Lusch +1 more
TL;DR: The authors argue that service provision rather than goods is fundamental to economic exchange and argue that the new perspectives are converging to form a new dominant logic for marketing, one in which service provision is fundamental for economic exchange.
BookDOI
The order of things : an archaeology of the human sciences
TL;DR: The Prose of the World: I The Four Similitudes, II Signatures, III The Limits of the world, IV the Writing of Things, V The Being of Language 3.Representing: I Don Quixote, II Order, III Representation of the Sign, IV Duplicated Representation, V Imagination of Resemblance, VI Mathesis and 'Taxinoma' 4. Speaking: I Criticism and Commentary, II General Grammar,III The Theory of the Verb, IV Articulation, V Designation, VI Derivation,
Book
The Archaeology of Knowledge
TL;DR: In this paper, the authors define the Statement and the Archive and define the Enunciative Function 3. The Description of Staements 4. Contradictions 5. Change and Transformations 6. The Formation of Concepts 7. Conclusion Conclusion Index
Book ChapterDOI
The archaeology of knowledge
TL;DR: We may not be able to make you love reading, but archaeology of knowledge will lead you to love reading starting from now as mentioned in this paper, and book is the window to open the new world.