Cover of: Historical perspectives in marketing | Read Online

Historical perspectives in marketing essays in honor of Stanley C. Hollander by

  • 344 Want to read
  • ·
  • 73 Currently reading

Published by Lexington Books in Lexington, Mass .
Written in English


  • Hollander, Stanley C., 1919-,
  • Marketing -- History

Book details:

Edition Notes

Includes bibliographies.

Statementedited by Terence Nevett, Ronald A. Fullerton.
ContributionsHollander, Stanley C., 1919-, Nevett, T. R., Fullerton, Ronald A.
LC ClassificationsHF5415 .H544 1988
The Physical Object
Paginationxix, 243 p. :
Number of Pages243
ID Numbers
Open LibraryOL2408451M
ISBN 100669169684
LC Control Number87045770

Download Historical perspectives in marketing


Introduction: The importance of marketing history and Stanley Hollander's contribution to it / Ronald A. Fullerton and Terence Nevett --Stanley C. Hollander: the scholar behind marketing and retail theory / William H. Cunningham and Isabella C.M. Cunningham --Parallel development of marketing and consumer behavior: a historical perspective / Jagdish N. Sheth and Barbara L. Gross --The rise . The primary differences are: 1). The selling concept takes an “inside-out” perspective (focuses on existing products and uses heavy promotion and selling efforts). 2). The marketing concept takes an “outside-in” perspective (focuses on needs, values, and satisfactions). Pedagogical and historiographical / methodological essays are also welcome as long as they are grounded in a marketing and historical context. The essence of an historical perspective is a thorough, systematic, critical awareness of the changes (or continuity) in events over time and of the context in which change or continuity occurs. A History of Marketing Thought. on either the ‘micro’ firm perspective of marketing. management, or the more ‘macro’ view of marketing It is a weakness of his history books that.

The Marketing Book. This Page Intentionally Left Blank. The Marketing Book Fifth Edition Edited by Relationship marketing defined 33 History of relationship marketing 34 Focal relationships 39 Historical perspective Segmentation criteria and categories File Size: 4MB. Vink’s () (Historical Perspective in Marketing Management, Explicating Experience) criticisms of historical ignorance in the marketing discipline continue to resonate today. He focuses on how history can be used in studying, teaching and practicing marketing management. Historical Perspectives of the Operational Art is an anthology of essays by historians and scholars who trace the origin and development of the operational level of warfare, the critical link. The marketing of Scotch whisky: An historical perspective By Nicholas Morgan, Michael Moss These three types of product were further differentiated as the premium market grew by an additional factor, the age of the product and the nature of its by: 2.

Historical Perspectives on Service-Dominant Logic With Stephen L. Vargo, Robert F. Lusch, Fred W. Morgan Recently, these seemingly divergent views appear to be converging on a more inclusive and integrative logic of exchange, one that is centered on the same phenomena that had been previously orphaned, if not by: This informative article on Marketing: Historical Perspectives is an excellent resource for your essay or school project. In their review of historical research in marketing theory and practice which appeared recently, Tadajewski and Jones () once again focus on "observing observers", i.e. on what firms did to. The History Of Marketing Thought book. Read 2 reviews from the world's largest community for readers/5.