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History of marketing

About: History of marketing is a research topic. Over the lifetime, 163 publications have been published within this topic receiving 21508 citations.


Papers
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Journal ArticleDOI
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.
Abstract: Marketing inherited a model of exchange from economics, which had a dominant logic based on the exchange of “goods,” which usually are manufactured output The dominant logic focused on tangible resources, embedded value, and transactions Over the past several decades, new perspectives have emerged that have a revised logic focused on intangible resources, the cocreation of value, and relationships The authors believe that the new perspectives are converging to form a new dominant logic for marketing, one in which service provision rather than goods is fundamental to economic exchange The authors explore this evolving logic and the corresponding shift in perspective for marketing scholars, marketing practitioners, and marketing educators

12,760 citations

Book
01 Jan 1978

1,512 citations

Journal ArticleDOI
TL;DR: In this article, the authors trace the history of marketing practices and illustrate how the advent of mass production, the emergence of middlemen, and the separation of the producer from the consumer in the Industrial era led to a transactional focus of marketing.

1,048 citations

Journal ArticleDOI
TL;DR: In this article, the author maintains that business today is in the throes of a marketing revolution, and one of its effects will be the emergence of marketing as a new philosophy.
Abstract: Business today, the author maintains, is in the throes of a marketing revolution. This revolution is based on a change of philosophy, and one of its effects will be the emergence of marketing as th...

610 citations

Book
01 Jun 1978

575 citations


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Performance
Metrics
No. of papers in the topic in previous years
YearPapers
20213
20209
20196
20187
20178
20165