Marketing Management Concepts Yesterday and Today

Londe, Bernard J. La; Morrison, Edward J.

doi:10.2307/1249294

Cited by 9 publications

(2 citation statements)

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“…The chance event in this case was the first author reading the 2004 AMA definition of marketing alongside S. Brown's (1998) book that featured an extended critique of the proposition that RM was a new business practice. When this was combined with the reading undertaken for the first author's doctoral research, most notably his consultation of La Londe and Morrison's (1967) article and their reference to Percival White's (1927) monograph, not only did P. White's (1927) book call into question the argument that the marketing concept emerged in the 1950s, but if S. Brown (1998) was correct about the similarities between the marketing concept and RM, then it indicated that the history of RM was equally misrepresented.…”

Section: Source Materialsmentioning

confidence: 99%

Rethinking the Emergence of Relationship Marketing

Tadajewski

Saren

2008

Journal of Macromarketing

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In this article, the history of relationship marketing (RM) is challenged. Similar to discussions of the marketing concept, the debates surrounding RM are largely ahistorical. This is despite numerous scholars indicating that RM has a far longer history than is currently appreciated. In contrast to received wisdom that RM emerged in the late 1970s, it is demonstrated that RM themes have been present in the marketing literature for longer than is recognized by the contemporary scholars

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Section: Source Materialsmentioning

confidence: 99%

Rethinking the Emergence of Relationship Marketing

Tadajewski

Saren

2008

Journal of Macromarketing

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“…Butler said that he was not a creative advertising person, but a marketing man who used advertising as a tool to promote business (Wood, 1961). Butler's (1918 book is but one of the many publications during his early and relatively brief academic career (La Londe and Morrison, 1967). Besides his work at the University of Wisconsin, he published and participated in the marketing and advertising fields throughout his career.…”

Section: Ralph Starr Butlermentioning

confidence: 99%

Forgotten classics: Marketing Methods by Ralph Starr Butler (1918)

Powers

2015

Journal of Historical Research in Marketing

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Purpose – The purpose of this paper is to provide a retrospective review of an early marketing text, Marketing Methods (1918) by Ralph Starr Butler. Design/methodology/approach – Marketing Methods is summarized, and perspectives of scholars that have occurred since its publication are provided. Findings – Marketing Methods represents the first college textbook to use the term “marketing” and, thus, represents a major and important early work in the field. Originality/value – This review of Marketing Methods provides a retrospective on the development, structure, critical reviews and influence of this text.

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Scientific marketing management and the emergence of the ethical marketing concept

Tadajewski

Jones

2012

Journal of Marketing Management

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Marketing Management Concepts Yesterday and Today

Cited by 9 publications

References 0 publications

Rethinking the Emergence of Relationship Marketing

Rethinking the Emergence of Relationship Marketing

Forgotten classics: Marketing Methods by Ralph Starr Butler (1918)

Scientific marketing management and the emergence of the ethical marketing concept

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