Развитие маркетинга (школы маркетинговой мысли)

Развитие маркетинга на примере становления школ маркетинговой мысли с отсылкой на авторов и в виде таблицы

08.01.2020



Школа истории маркетинга

Маркетинговая история затрагивает вопросы о том, когда методы и приемы, концепции и теории были введены и разработаны с течением времени, а также их взаимодействия друг с другом. Первым писателем, предложившим историю маркетинга как научную школу, был Е.Т. Гретер (1976). 

В период с 1930 по 1960 годы исторические исследования в области маркетинга касались развития дисциплины (Bartels, 1962; Converse, 1933, 1945, 1959; Hagerty, 1936; Litman, 1950; Maynard, 1941a, 1941b; Weld, 1941). 

История розничной торговли и оптовой торговли (Barger, 1955; Beckman and Engle, 1937; Jones, 1936; Marburg, 1951; Nystrom, 1951).

Исторические исследования в области маркетинга развиваются методологически (Brown et al., 2001; Golder, 2000; Jones, 1993; Nevett, 1991; Smith and Lux, 1993; Witkowski, 1993). Сегодня исторические исследования простираются за пределы Северной Америки, чтобы описать маркетинговую мысль и практику в других странах, и уходят в прошлое до начала 20-го века, чтобы описать идеи ранних мыслителей и техники ранних практиков от древних цивилизаций до современности. Также растет признание того, как маркетинг формировался практиками, критиками и регуляторами, в дополнение к ученым. Исследуя свое прошлое, историческое исследование, похоже, имеет растущее будущее как школа маркетинга.

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