Subject trends in The History of Marketing Thought : from simplicity towards complexity
Abstract
Purpose
The purpose of this paper is to describe and position the work by Tadajewski and Jones on The History of Marketing Thought as it relates to complexity sciences and the future of marketing thought.
Design/methodology/approach
A conceptual discussion is provided based upon a series of identified subject trends in the history of marketing thought.
Findings
There appears to be a common denominator across the addressed subject trends in The History of Marketing Thought, namely the movement from simplicity towards complexity. Marketing thought is mostly descriptive, and to some extent explanatory, but it has not yet reached the level of providing predictability.
Research limitations/implications
The future of marketing thought may benefit from the inclusion and inspiration of approaches derived from the complexity sciences.
Practical implications
The author poses some concerns regarding the future of marketing thought.
Originality/value
The author contends that there is a need for attention to be paid to the evident movement from simplicity towards complexity in marketing thought.
Keywords
Citation
Svensson, G. (2009), "Subject trends in
Publisher
:Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited