An overview of The History of Marketing Thought

Abstract

Purpose

The purpose of this paper is to be more than a book review essay on the work by Tadajewski and Jones, The History of Marketing Thought. It reviews the literature on marketing history and thought, and includes suggestions for additional research on that topic.

Design/methodology/approach

The research relies heavily on previously published articles and on databank searches.

Findings

A more complete time line of the history of marketing thought is presented. It is also shown that more biographical historical research is needed, especially on those pioneer practitioners of marketing whose legacy has influenced marketing thought and practice.

Practical implications

Knowing more about the history of marketing thought will prove useful both to academics and to practitioners. Biographies are also practical because we learn more about both the scholars and the times that have transformed this discipline.

Originality/value

The essay offers a brief but succinct summary of the history of marketing thought over millennia while at the same time reviewing a readings book on the topic.

Citation

Tamilia, R.D. (2009), "An overview of The History of Marketing Thought", Journal of Historical Research in Marketing, Vol. 1 No. 2, pp. 346-360. https://doi.org/10.1108/17557500910974659