Journal of Historical Research in Marketing: Volume 3 Issue 1

Wroe Alderson's Marketing Behaviour and Executive Action inserted into Reavis Cox's marketing theory course at Wharton 50 years ago: A student's reaction

The purpose of the paper is to describe and evaluate the changes in the content of the marketing theory course at Wharton 50 years ago, taught by Reavis Cox, as a result of the…

Tipping point: the teaching of the Wharton marketing theory seminar 50 years ago

The purpose of this paper is to comment on the meaning and significance of the article by Don Dixon on the change in teaching of marketing theory at Wharton in 1955‐1957.

The timeless intellectual contributions of Donald F. Dixon

The purpose of this paper is to present a review essay of the scholarly work of Donald Dixon, focusing on six of his major contributions to marketing thought and theory.

The marketing mix paradigm and the Dixonian systems perspective of marketing

The purpose of this paper is to present an alternative view of marketing that Donald F. Dixon spent much of his distinguished career developing – a paradigm that we refer to as…

Giving voice to marketing's intellectual heritage: Dixon's view of marketing as value creation

The purpose of this paper is to demonstrate Donald F. Dixon's contribution to scholarship in clarifying two parallel streams of thought on marketing's role in value creation…

Households: a systematic unit of analysis through history

The purpose of this paper is to extend and apply the systems model of the household proposed by Dixon, his colleagues, and his students to situations in which vulnerable consumers…

Don Dixon: a scholar of marketing and gentleman of the first order

The purpose of this paper is to review and synthesise some of the main contributions of Donald F. Dixon to marketing theory and the history of marketing thought.

Remembering Don Dixon

The purpose of this paper is to present memories of Don Dixon in Australia and of his outstanding contribution.

Donald F. Dixon – a true mentor

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.

Dixon's library: on the structuring of the marketplace and marketing practices

The purpose of this paper is to read a selection of Dixon's library collection in conjunction with his published work in an effort to make his book collection and research speak…

Reflections on the Dixon seminar: the development of marketing thought and theory

The purpose of this paper is to provide an overview of the doctoral seminar in the history of marketing thought and theory taught by Donald F. Dixon.

The literature keeps growing

A new company descriptor takes us into a new era

Special issue on the evolution of key marketing concepts

Guest editorial

Special issue on marketing, public policy, and history: looking backward and ahead