Marketing students and scholars alike need to know their history if they are to avoid reinventing theoretical, conceptual, methodological and substantive wheels. Our present ideas have usually gestated over long periods and can only be fully understood through analysis of their development through...
To Be Published March 31st 2016 by Routledge
A Collection of Biographical Essays
Pioneers in Marketing: A Collection of Biographical Essays discusses eight historically important marketing scholars whose careers collectively spanned over 100 years. An introductory chapter describes the role of biography in the study of marketing thought, and introduces the eight subjects in...
Published December 21st 2011 by Routledge