Understanding the History of Marketing Education to Improve Classroom Instruction

Ferrell, O. C.; Hair, Joe F.; Marshall, Greg W.; Tamilia, Robert D.

doi:10.1080/10528008.2015.1038963

Cited by 26 publications

(21 citation statements)

References 42 publications

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“…A host of events and publications led to the rise of marketing management as the discipline’s central focus (Ferrell et al 2015; Hunt 2018; Hunt and Goolsby 1988; Shaw 2012; Shaw and Jones 2005; Wilkie and Moore 2003). Here, we provide a succinct—very succinct—chronology of seven key events and publications that contributed significantly to macromarketing’s displacement: (1) General Electric’s marketing concept in 1952, (2) Borden’s marketing mix in 1953, (3) Alderson’s (1957) theory of competition for differential advantage, (4) Howard’s (1957) marketing management textbook, (5) Kelley and Lazer’s (1958) readings’ book, (6) the Ford Foundation and Carnegie Foundation reports in 1959, and (7) McCarthy’s (1960) marketing management textbook.…”

Section: Macromarketing Is Displaced As the Discipline’s Central Focusmentioning

confidence: 99%

The Five Stages of the Macromarketing Field of Study: From Raison D’etre to Field of Significant Promise

Hunt

Hass

Manis

2021

Journal of Macromarketing

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This article contributes to the macromarketing field of study by tracing its evolution through five distinct stages. (1) In Era I (1900-1920), macromarketing was the raison d’etre of the marketing discipline. (2) In Era II (1920-1950), macromarketing became the marketing discipline’s central focus. (3) In Era III (1950-1980), marketing management displaced macromarketing as the discipline’s central focus, but macromarketing continued to be an important part of the discipline. (4) In Era IV (1980-2020), macromarketing became one of four, major, institutionalized fields of study in the marketing discipline, with the others being consumer behavior, quantitative/modeling, and marketing management/strategy. (5) In Era V (2020-?), macromarketing is well-positioned to be not only a major field within the marketing discipline, but also a field of significant promise.

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Section: Macromarketing Is Displaced As the Discipline’s Central Focusmentioning

confidence: 99%

The Five Stages of the Macromarketing Field of Study: From Raison D’etre to Field of Significant Promise

Hunt

Hass

Manis

2021

Journal of Macromarketing

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“…The conceptual and theoretical foundation of marketing evolved from economics. In fact, early scholars used economic theory to launch the discipline of marketing, and it was considered applied economics (Ferrell et al 2015 ). As early as 1912, marketing was positioned as two major tasks: a demand creation task (demand stimulation) and a supply management task that moved products and made them available to customers (Shaw 1912 ).…”

Section: Evaluating the Current Status Of The Marketing Disciplinementioning

confidence: 99%

Marketing’s theoretical and conceptual value proposition: opportunities to address marketing’s influence

Key

Clark

Ferrell

et al. 2020

AMS Rev

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This paper is composed of scholarly essays that explore the problematic nature of marketing’s influence within the academy and organizations, potential explanations and causes, and how conceptual and theoretical research can address and move our discipline forward. Each section represents material and research developed through interactive sessions from Academy of Marketing Science conferences. Topics include the history of the marketing discipline, its innovation and loss of domain expertise; important internal and external environmental concepts that have impeded relevance and theoretical impact; foundational elements of how the discipline frames problems, provides methodological-based solutions, and influences the very subjects of our research in such a way as to lesson our contribution to scholarship and practice; and finally the discipline’s inability to understand the intangible nature of marketing activities and outcomes, as well as marketers’ struggle to articulate relevance in a way that is easily understood in the language of finance. Through this critical self-examination of the field of marketing a central premise emerged—a discipline-wide drift and myopic approach to rigor and relevance.

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“…As the role of marketers within an organization is evolving (Ferrell et al 2015) to incorporate more quantitative and technological skills (Grewal et al 2015;Harrigan and Hulbert 2011), academia must understand how to integrate these areas with discipline knowledge (Hair et al 2018a). Marketing education has an existing advantage in that the unique factor that distinguishes marketers from pure quantitatively focused analysts is marketers' training in translating information into actionable marketing insights.…”

Section: Practical Implicationsmentioning

confidence: 99%

Customer relationship management technology: bridging the gap between marketing education and practice

Harrison

Ajjan

2019

J Market Anal

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The recent machine learning and analytics advances in customer relationship management (CRM) technologies place new demands on marketing education and practitioners to develop the skills needed to use the technology. Compounding the issue, research on the use of technology in sales curriculum is underdeveloped. In a comprehensive review of the sales education literature, one study identified that only six articles on sales technology were published in major marketing education journals from 1979 to 2013. In an effort to bridge the gap between critical industry competencies and marketing curriculum, understanding the impact of technology use and training is important for educational planning and student development. Using a survey of 82 salespeople in the United States, the current study empirically evaluates how use of technologically advanced CRM features influences self-perception of CRM knowledge, the perception that additional technology training would be beneficial, and adaptive selling performance of sales practitioners. A majority of survey respondents in the current study cited a need for college students to receive increased exposure to advanced CRM technology training and skill development. We propose an experiential learning approach to teach marketing college students advanced CRM features to help them bolster their effectiveness and value in the workplace.

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Understanding the History of Marketing Education to Improve Classroom Instruction

Cited by 26 publications

References 42 publications

The Five Stages of the Macromarketing Field of Study: From Raison D’etre to Field of Significant Promise

The Five Stages of the Macromarketing Field of Study: From Raison D’etre to Field of Significant Promise

Marketing’s theoretical and conceptual value proposition: opportunities to address marketing’s influence

Customer relationship management technology: bridging the gap between marketing education and practice

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