The Myth of the Marketing Revolution

D.G. Brian Jones · Alan J. Richardson

72 citations0/0 files storedJournal of Macromarketing

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

American History and Culture Marketing and Advertising Strategies Management Theory and Practice

Abstract

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.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 72 citations exist upstream.

References

1990Basic Content Analysis 1972Principles of Marketing 1977The Role of Institutionalization in Cultural Persistence 1977Content Analysis in Consumer Research 1978Basic Marketing: A Managerial Approach 1960The Marketing Revolution 1966Historical Statistics of Canada.2007Handbook of qualitative research methods in marketing

Cited by

2008Strategies in the development of accounting history as an academic discipline 2014Historical research in marketing theory and practice: a review essay 2008Discovering the Consumer 2008Rethinking the Emergence of Relationship Marketing 2009Capitalism, early market research, and the creation of the American consumer 2011Scientific marketing management and the emergence of the ethical marketing concept 2008The past is a foreign country: amnesia and marketing theory

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.