The intellectual odyssey of David D. Monieson (1927‐2008): a quest for usable knowledge

Abstract

Purpose

The purpose of this paper is to present a biographical sketch of David D. Monieson whose academic career in marketing included time spent at the Wharton School of Business at the University of Pennsylvania, the University of Toronto, and over 30 years at Queen's University. It is focussed on Monieson's contributions to the history and philosophy of marketing thought, especially with respect to what Monieson called “usable knowledge” in marketing.

Design/methodology/approach

This paper uses a traditional historical narrative based on extensive personal interviews with Monieson and with some of his students and colleagues as well as archival research including personal correspondence, course notes, research notes, and other unpublished documents.

Findings

Monieson made important contributions to the thinking about history and philosophy of marketing thought. Some of his ideas, such as the intellectualization and re‐enchantment of marketing, have found a following among marketing academics; others, such as complexity, have not.

Originality/value

There is no published biographical study of Monieson and no detailed analysis of his contributions to marketing thought. This biographical sketch provides insights into several significant marketing ideas and tells the life story of an important marketing scholar.

Citation

Brian Jones, D.G., Cunningham, P., McLean, P. and Shapiro, S. (2010), "The intellectual odyssey of David D. Monieson (1927‐2008): a quest for usable knowledge", Journal of Historical Research in Marketing, Vol. 2 No. 2, pp. 198-217. https://doi.org/10.1108/17557501011042551