A review of empirical studies of aggregate marketing costs and productivity in the United States

Shaw, Eric H.

doi:10.1007/bf02723913

Cited by 15 publications

(11 citation statements)

References 14 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…(Dixon, 1982, p. 150). This is also reflected in relatively recent discussions on whether middlemen add too many costs to the channel process (Shaw, 1990). A casual reading of our rich heritage on this topic would provide insight into the many years of intellectual discourse that address this issue and expose the absurdity of a modern, historically disconnected reincarnation of debate.…”

Section: Neglect Of the Exchange Value Streammentioning

confidence: 97%

Giving voice to marketing's intellectual heritage

Pirog

Smith

2011

Journal of Historical Research in Marketing

View full text Add to dashboard Cite

Purpose -The purpose of this paper is to demonstrate Donald F. Dixon's contribution to scholarship in clarifying two parallel streams of thought on marketing's role in value creation: value in use and value in exchange. Design/methodology/approach -The paper presents a literary analysis of some of Dixon's work that is often overlooked, and a discussion of its relevance to the services, channels and marketing strategy literature. Findings -Dixon'sdistinctionbetweenthetwostreamsofthought("valueinuse"and"valueinexchange") clarifies an important aspect of marketing's intellectual heritage that has eluded the literature on services marketing,channelsandmarketingstrategy.Theconsequencesofthisoversightareconsiderable. Originality/value -The paper focuses on an aspect of Dixon's work that is underappreciated and not widely understood.

show abstract

Section: Neglect Of the Exchange Value Streammentioning

confidence: 97%

Giving voice to marketing's intellectual heritage

Pirog

Smith

2011

Journal of Historical Research in Marketing

View full text Add to dashboard Cite

show abstract

“…Estimates were reported in Galbraith and Black (1935), Malenbaum (1941), and Stewart and Dewhurst (1939). Shaw (1990) summarizes these estimates and discusses how they fueled an ongoing debate about the height of the distribution bill. C RAND 2015.…”

Section: Introductionmentioning

confidence: 98%

The provision of convenience and variety by the market

Bronnenberg

2015

The RAND J of Economics

View full text Add to dashboard Cite

Consumers commonly face purchasing costs, for example, travel or wait time, that are fixed to quantity but increase with variety. This article investigates the impact of such costs on the demand and supply of variety. Purchasing costs limit demand for variety like prices limit demand for quantity. When demand for variety is low, manufacturers generally invest substantially in lowering purchasing costs, to attract consumers. In the monopolistic competition free-entry equilibrium, providing convenience increases the demand for variety, but its costs reduce supply. The desirability of nonprice competition in convenience and its implications for variety and market concentration are discussed.

show abstract

“…This work includes historical studies of Reilly's retail gravitation theory (Brown, 1994), spatial theory in retailing (Babin et al, 1994), motivation research (McLeod, 2009;Tadajewski, 2006), service marketing (Vargo and Lusch, 2004;Vargo and Morgan, 2005), channels theory (Wilkinson, 2001), the four utilities concept (Shaw, 1994), and marketing productivity. Both Shaw (1987Shaw ( , 1990 and Dixon (1990Dixon ( , 1991 have done extensive work on the historical development of the concept and measurement of marketing productivity. Shaw's historical review of empirical studies concludes that marketing productivity in the United States during the past century has increased, but he points to the continuing lack of clear concepts and measures of marketing costs and effectiveness (1990: 290).…”

Section: History Of Marketing Thoughtmentioning

confidence: 99%

A History of Historical Research in Marketing

Jones¹,

Tadajewski²

2010

Marketing Theory: A Student Text

View full text Add to dashboard Cite

The purpose of this chapter is to review historical research in marketing. Because of space limitations, this review is more a chronicle of what has been published about historical research in marketing than a critical historical analysis, hopefully providing the reader with a roadmap to further reading on historical topics of interest. Scholars in a wide range of disciplines have published historical research about marketing and have done so in various publications, many outside what would be considered the 'marketing literature'. Except for some overall frequencies of publication reported in this introduction, this review has focused mostly on historical research published in marketing periodicals and in books. The discipline of marketing emerged early in the twentieth century as a branch of applied economics strongly influenced by the German Historical School and its offspring, the American Institutional School (Jones and Monieson, 1990). Thus, from its beginnings the academic study of marketing was influenced by an historical perspective. However, for economists studying marketing at the turn of the twentieth century, history was a means to an end rather than an end in itself. Marketing economists during that era studied the histories of marketing practices carried out in industries and by firms in order to discover marketing functions and principles. The earliest university courses in marketing in North America were taught in 1902/03 when the Universities of Illinois, Michigan and California offered the 3

show abstract

A review of empirical studies of aggregate marketing costs and productivity in the United States

Cited by 15 publications

References 14 publications

Giving voice to marketing's intellectual heritage

Giving voice to marketing's intellectual heritage

The provision of convenience and variety by the market

A History of Historical Research in Marketing

Contact Info

Product

Resources

About