世新大學圖書館

Includes bibliographical references and index.

This collection of articles deal with marketing history and the history of marketing thought, placing these subjects within a marketing management context. Topics include the history of the Boston Consulting Group's growth-share matrix, branding, the emergence of marketing schools of thought, managerialism, the marketing concept, relationship marketing, scientific management and marketing, and critical marketing studies.

Method and Justification of Historical Research in Marketing -- Historical Perspective in Marketing Management, Explicating Experience / Nico J. Vink -- Marketing History (Management Practice) -- Boxing up or Boxed in?: A Short History of the Boston Consulting Group Share/Growth Matrix / Robin Wensley -- An Exercise in Early Modern Branding / Ruth Herman -- History of Marketing Thought -- Marketing and Conflicting Dates for its Emergence: Hotchkiss, Bartels, the `Fifties School' and Alternative Accounts / Michael Enright -- Parallel universes and disciplinary space: the bifurcation of managerialism and social science in marketing studies / Chris Hackley -- Eventalizing the marketing concept / Mark Tadajewski -- Reading `the marketing revolution' through the prism of the FBI / Mark Tadajewski -- Scientific marketing management and the emergence of the ethical marketing concept / D.G. Brian Jones -- Towards a history of critical marketing studies / Mark Tadajewski.