Early schools of marketing thought and marketplace evolution

Thomas L. Powers (Department of Marketing, Industrial Distribution and Economics, School of Business, University of Alabama at Birmingham, Birmingham, Alabama, USA)

Journal of Historical Research in Marketing

ISSN: 1755-750X

Publication date: 27 January 2012



The marketplace evolution associated with the development of the electronic marketplace provides the marketing discipline with a unique opportunity to examine the value of its early literature in the context of a changing market environment. The purpose of this paper is to use the early marketing literature to develop theoretical propositions related to the internet marketplace.


Seminal marketing thought is reviewed and used to provide a conceptual understanding of various aspects of electronic commerce.


Perspectives from the commodity, functional, regional, institutional, and functionalist schools of marketing are used to explain the evolution of the electronic marketplace as well as to provide propositions to guide future research.


The application of historical marketing thought to a contemporary business situation serves to validate the robustness of the early literature and demonstrates its ongoing value and usefulness to the discipline.



Powers, T. (2012), "Early schools of marketing thought and marketplace evolution", Journal of Historical Research in Marketing, Vol. 4 No. 1, pp. 190-206. https://doi.org/10.1108/17557501211195127

Download as .RIS



Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.