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Article
Publication date: 29 May 2019

Eric H. Shaw

The purpose of this paper is to describe the author’s serendipitous career and provide some lessons that might be of value to those pursuing the academic mission…

Abstract

Purpose

The purpose of this paper is to describe the author’s serendipitous career and provide some lessons that might be of value to those pursuing the academic mission: teaching, research and service.

Design/methodology/approach

The method involves primary sources; mainly the author’s CV to jog recall of events and dates, some of his articles and the teachings and writings of many others that influenced or inspired various aspects of the author’s career.

Findings

The author’s experiences affirm that to achieve any degree of success in the professoriate, in addition to having some talent it is also helpful to be lucky. There is a lot to navigate at a university. Opportunities exist at every turn, some noticed some missed. When recognized, be prepared. Being a professor is not what you do, it is who you are. Preparation for an academic career involves becoming a self-improvement project (essentially, a life-long student learning lessons). It requires developing expertise (preferably excellence) in some field of study, as well as resourcefulness, resilience and perseverance.

Originality/value

Each individual’s story is unique. The author’s path seems to have included more twists and turns than most. Consequently, he tried to highlight the experiences with lessons learned in most sections, some obvious some less so, which he expects (at least hopes) will prove valuable to future educators.

Details

Journal of Historical Research in Marketing, vol. 11 no. 1
Type: Research Article
ISSN: 1755-750X

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Article
Publication date: 18 May 2015

Eric H. Shaw

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2867

Abstract

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Journal of Historical Research in Marketing, vol. 7 no. 2
Type: Research Article
ISSN: 1755-750X

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Article
Publication date: 15 May 2020

Eric H. Shaw

The purpose of this paper is to construct a general theory of the marketing system that addresses the fundamental question: why do marketing systems occur, survive and grow?

Abstract

Purpose

The purpose of this paper is to construct a general theory of the marketing system that addresses the fundamental question: why do marketing systems occur, survive and grow?

Design/methodology/approach

The approach integrates the concepts and constructs contained in special and mid-range theories, scattered throughout the history of marketing thought, into a logically coherent set of propositions (including definitions, axioms, theorems, scientific laws, bridge laws and hypotheses) that comprise a general theory of the marketing system.

Findings

The theoretical answer to why marketing systems arise, survive and grow is because marketing systems offer the most efficient mechanism for supplying products and services that people demand, thereby increasing economic growth, compared to the opportunity costs of alternative methods of acquisition. Based on just two (of several) marketing efficiency theorems, if the input costs of trading decline (law of reduced transaction costs) and/or the output value increases (law of bulk transactions), then marketing system efficiency rises. This creates an upward spiraling cycle: increasing the extent of the market (law of market size), proliferating opportunities for increasing aggregate production efficiency (through the law of comparative advantage and the law of division of labor), thereby further proliferating opportunities for aggregate marketing system efficiency (e.g. law of central markets, law of marketing specialists), thus fueling further aggregate economic growth (until limited by the law of diminishing returns, the law of the minimum resource or the law of market size). An empirically testable central hypothesis is derived from the propositions: increasing aggregate marketing system efficiency provides both the necessary and sufficient conditions for increasing aggregate economic growth in a society.

Originality/value

The value of developing a general theory of the marketing system is to advance the marketing discipline as a social science. Additionally, a general theory is likely to enhance academic thinking, improve business practice and facilitate interaction among academicians and practitioners. Further, a general theory could also reduce disciplinary fragmentation, avoid identity confusion and lessen the credibility crisis in marketing, among others.

Details

Journal of Historical Research in Marketing, vol. 12 no. 2
Type: Research Article
ISSN: 1755-750X

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Article
Publication date: 1 February 2011

Eric H. Shaw

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.

Abstract

Purpose

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.

Design/methodology/approach

The approach is an historical narrative based on the author's personal recollections of the historical context of the seminar, how it was organized and conducted, along with a sample class discussion of the first lesson in marketing systems.

Findings

Dixon was indisputably a maverick who worked far outside the marketing mainstream. Consequently, he had a truly unique historical systems framework for understanding and teaching the history of marketing thought.

Originality/value

Because of its uniqueness, the Dixon seminar offers novel insights into teaching the history of marketing thought and the development of marketing theory.

Details

Journal of Historical Research in Marketing, vol. 3 no. 1
Type: Research Article
ISSN: 1755-750X

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Article
Publication date: 10 July 2009

Eric H. Shaw

The purpose of this paper is to stimulate historical thinking in dealing with problems of marketing thought, by explaining the advantages of studying the history of a…

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2232

Abstract

Purpose

The purpose of this paper is to stimulate historical thinking in dealing with problems of marketing thought, by explaining the advantages of studying the history of a discipline's ideas; examining what has been included in prior histories; and evaluating the completeness of coverage in Tadajewski and Jones' (2008) The History of Marketing Thought.

Design/methodology/approach

This paper presents a comparative analysis based upon prior histories of marketing thought.

Findings

For teaching, with modest supplementation, The History of Marketing Thought provides a full appreciation of the intellectual heritage of marketing. For research purposes, The History of Marketing Thought does reasonably well in organizing concepts and theories into schools of marketing thought but less well in showing how these ideas can be organized across the readings to produce new knowledge.

Practical implications

There were some important omissions in the collection. Marketing's leading thinker was largely neglected and many significant problems for marketing thought are overlooked. There was no discussion of methodological issues and minimal editorial commentary connected the parts and sections to provide a research thrust to the work. Consequently, it is recommended that another volume or two be added to this set.

Originality/value

The educational value of this work is in transmitting the knowledge base of the discipline from one generation of marketing scholars to the next. It is only after the ideas developed by earlier marketing thinkers are fully understood that innovative theories can be constructed and new knowledge created.

Details

Journal of Historical Research in Marketing, vol. 1 no. 2
Type: Research Article
ISSN: 1755-750X

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Article
Publication date: 20 March 2009

D.G. Brian Jones, Eric H. Shaw and Deborah Goldring

The purpose of this paper is to examine the history of the Conferences on Historical Analysis & Research in Marketing (CHARM) from their inception in 1983 through 2007…

Abstract

Purpose

The purpose of this paper is to examine the history of the Conferences on Historical Analysis & Research in Marketing (CHARM) from their inception in 1983 through 2007 focusing on the influence of Stanley C. Hollander, who co‐founded the CHARM conference and whose drive and determination fueled its growth for the first 20 years.

Design/methodology/approach

This study uses traditional historical narrative based on personal interviews, archival research, and content analysis of CHARM Proceedings.

Findings

The history of CHARM is described and Hollander's role in developing the conference is highlighted.

Originality/value

There is no written history of CHARM. This story is a major part of Hollander's legacy.

Details

Journal of Historical Research in Marketing, vol. 1 no. 1
Type: Research Article
ISSN: 1755-750X

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Article
Publication date: 1 February 2011

Robert D. Tamilia

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.

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1780

Abstract

Purpose

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.

Design/methodology/approach

The research relied heavily on previously published articles, personal interviews and databank searches.

Findings

A more complete timeline of the history of marketing thought is presented. The historical work done by Dixon shows us that marketing is not a recent field of human behavior but dates back millennia. His contributions have enriched the marketing discipline and have positioned marketing in its rightful place as a social science studying one aspect of human behavior, which is buying and selling.

Practical implications

Knowing more about the history of marketing is useful both to academics and to practitioners. One learn more about the practitioners and intellectual thinkers of the past who have laid the foundation of marketing as a social science.

Originality/value

The essay ofers but a succinct summary of Dixonian marketing thought with his many contributions to marketing scholarship and macromarketing thought over the past 50 years.

Details

Journal of Historical Research in Marketing, vol. 3 no. 1
Type: Research Article
ISSN: 1755-750X

Keywords

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Article
Publication date: 1 February 2011

Eric H. Shaw and Ian F. Wilkinson

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627

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Journal of Historical Research in Marketing, vol. 3 no. 1
Type: Research Article
ISSN: 1755-750X

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Article
Publication date: 23 October 2007

Eric H. Shaw, William Lazer and Stephen F. Pirog

The purpose of this paper is to show that Wroe Alderson's contributions to marketing thought earn him recognition as the “Father of Modern Marketing.”

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2859

Abstract

Purpose

The purpose of this paper is to show that Wroe Alderson's contributions to marketing thought earn him recognition as the “Father of Modern Marketing.”

Design/methodology/approach

An extensive review of writings by and about Alderson, a thorough examination of the history of marketing thought literature, and the personal remembrances of one of the authors, are drawn upon to organize Alderson's numerous contributions to the marketing literature into a small number of categories. Such an organization is expected to provide a big picture overview of Alderson's significant impact on marketing thought.

Findings

Alderson's contributions to the marketing discipline can be organized into three broad categories, which collectively produced a tectonic shift in academic thinking about marketing: from distribution (macro) to marketing management (micro); from economics to the behavioral sciences; and from description and classification to explanation and theory building. These epic transformations have become so embedded in the marketing literature that they are now taken for granted, but they are so significant they represent a paradigm shift in marketing thought. Because of this legacy, the authors argue Wroe Alderson has earned the honorific title: “Father of Modern Marketing.”

Practical implications

This work provides an historical context to understand the origins of modern marketing thought by recognizing the most dynamic marketing thinker of the last half‐century.

Originality/value

This paper organizes the many and varied contributions of Wroe Alderson into broad categories in a context that is useful for researchers studying the history of marketing thought. The organization of Alderson's contributions also provides an historical foundation for scholars working on a general theory of marketing.

Details

European Business Review, vol. 19 no. 6
Type: Research Article
ISSN: 0955-534X

Keywords

Content available
Article
Publication date: 11 July 2019

Mark Tadajewski and Brian Jones

Abstract

Details

Journal of Historical Research in Marketing, vol. 11 no. 1
Type: Research Article
ISSN: 1755-750X

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