Donald F. Dixon – a true mentor

Abstract

Purpose

The purpose of this paper is to provide an assessment of the contribution of Donald F. Dixon to the study of marketing as an academic subject.

Design/methodology/approach

This paper evaluates three of Dixon's working papers to demonstrate two features of his work. First, Dixon's ability to identify critically important topics of enquiry – topics that are of concern to academics but also that reflects issues in the “real” world. Second, the quality of his scholarship which is based upon an extraordinarily wide knowledge and understanding of the social sciences – especially of the economics and the marketing literatures.

Findings

In addition to the challenge that the quality of his work makes to the quality of much academic research in marketing, Dixon's papers raise fundamental questions about the purpose of marketing as an academic study and also as an economic activity.

Originality/value

This paper shows how even when his ideas were at an early stage of development Dixon analysis was both insightful and rigorous. In addition, the paper also provides an insight into Dixon's generous personality.

Citation

Blois, K. (2011), "Donald F. Dixon – a true mentor", Journal of Historical Research in Marketing, Vol. 3 No. 1, pp. 111-117. https://doi.org/10.1108/17557501111102463