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

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

Subjects:

  • 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.
Classifications
LC ClassificationsHF5415 .H544 1988
The Physical Object
Paginationxix, 243 p. :
Number of Pages243
ID Numbers
Open LibraryOL2408451M
ISBN 100669169684
LC Control Number87045770

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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.

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