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Marketing theory: evolution and evaluation

Sheth, Jagdish N. - ; David M. Gardner - ; Dennis E. Garrett - ;

This book is both a chronicle of the evolution of marketing thought and its metatheory evaluation as a discipline. The evolution of marketing taught over the past 75 years is both fascinating and impressive. Indeed, e*ploring the writings of early marketing scholars and wondering about the ritionale behind their thinking has been as exciting and tle.rre-.acking as exploring the wonders of nafure! The book was written more to satisfy our curiosity about the roots of marketing than to serve a market. We were curious about the origin of marketing, its early thinkers, the socioeconomic context in which marketing was practiced, and its maturity as a discipline. As webegan to research and write about the evolution of marketing, we experienced all kinds of emotions: innocence of the child, mischief of the adolescent, rebellion of the young, and the d6p vu of the experienced. Indeed, we found that the modern marketing concept is as old as the marketing cliscipline; that the recent value chain analysis is the foundation of the functional school of thought; and the current vacillation between macro and micro Perspectives or between economic and behavioral perspectives was equally true in the earlier histroy of marketing. Above all, our journey through the marketing evoulution has given us a sense of pride and respect for the discipline. We hope the readers of this book will experience some ol'the same emotions we did,, and that they will find our narrative and comments interesting and useful. This book is likely to accomplish one or more of the following objectives: . Prcserving tl're rich heritage of marketing as a discipline which may otl'rerwisc bc Iost in the accelerating pacc of the -arketit'rg discipline, especially among some recent marketing scholars whose training has been based in such other disciplines as social psychology, sociology, and economics. ' Developing a typology of different shcools of marketing thought which will discover the underlying shifts in the substantive and methodological perspectives in marketing. For example, altl-rough marketing's origins werc in economics and from the viewpoint of the seller, marketing has evolved more and more toward non-economic explanations for marketing practice and has increasingly adopted the viewpoint of the buyer. ' Providing a metatheory framework which is both comprchensive and useful. For example, we have reduced numerous metatheory criteria to these six: structure, specification, testability, empirical support, richness, and simplicity. . Evaluating each of the twelve schools of marketing thought with the use of the six metatheory criteria to assess their relative contributions to the discipline. Not surprisingly, the buyer behavior school of thought has had a significant impact on marketing. However, more unexpcctedly, the managerial school also had an equally powerful impact on the development of marketing thought. ' Developing a list of concepts and axioms which will be useful in developing a general theory of marketing. For example, we assert that such widely accepted concepts as exchange, market transaction, and customer orientation may not be sufficient to develop a general theory of marketing. Although the book was not written with a predcfined reader in mind, we believe it will be useful to serious students, young scholars, and history buffs. We also believe some marketing professionals will find the book interesting. One of the major strengths of the book is its comprehensive bibliography, especially the early references. This book itself has been an evolution over the last 10 years. Originally, it was planned to be a single-author book but over the years it has benefitted enormously by the addition of two more authors. Similarly, it was originally planned to be a review of the behavioral theroies of marketing, but it evolved to include both behavioral and economic perspectives. A number of colleagues, reviewers, and students provided significant insights and comments to our thinking and writing. The early drafts of the book were used in the doctoral seminars at the University of lllinois, the University of Southern California, and the University of Oklahoma. Our thanks and gratitude to all for the encouragement we received in carrying out this project. We would like to express our special thanks to Barbara Gross, a doctroal student at the University of Southern California, and Paul Trapp, a doctoral student at the University of lllinois, who provided superb assisrance in collecting and verifying all the references, in ensuring that the quotes are accurate, and in assisting in the final draft of this book. Of course, we are all curious and apprehensive about how the marketing scholars will evaluate this book on our own metat

Ketersediaan

Call Number	Location	Available
Tan 658.8 She m	PSB lt.dasar - Pascasarjana	4

Penerbit	New York: John Wiley & Sons 1988
Edisi	-
Subjek	Marketing
ISBN/ISSN	0471635278
Klasifikasi	NONE
Deskripsi Fisik	xi, 231 p. : ill. ; 25 cm.
Info Detail Spesifik	-
Other Version/Related	Tidak tersedia versi lain
Lampiran Berkas	Tidak Ada Data