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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.

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

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.

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.

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.

The purpose of this paper is to be more than a book review essay on the work by Tadajewski and Jones, The History of Marketing Thought. It reviews the literature on marketing history and thought, and includes suggestions for additional research on that topic.

The research relies heavily on previously published articles and on databank searches.

A more complete time line of the history of marketing thought is presented. It is also shown that more biographical historical research is needed, especially on those pioneer practitioners of marketing whose legacy has influenced marketing thought and practice.

Knowing more about the history of marketing thought will prove useful both to academics and to practitioners. Biographies are also practical because we learn more about both the scholars and the times that have transformed this discipline.

The essay offers a brief but succinct summary of the history of marketing thought over millennia while at the same time reviewing a readings book on the topic.

The purpose of this paper is to reflect upon teaching the history of marketing thought.

The paper describes the role of the history of marketing thought within a marketing theory seminar at masters level. It presents how the history of thought aspect changed as the theory course evolved.

It is possible to feature a historical component within a masters programme. Adaptations and limitations exist when teaching a historical perspective at a masters versus doctoral level.

The history of marketing thought provides a means of connecting marketing academic study to marketing's lineage and genealogy with the intention of promoting historically versed graduates. It can differentiate between the evolution of marketing thought and the development of marketing practice. From a pedagogical perspective, it facilitates informed discussion, critical reflection and analytical thinking in newcomers to the subject.

The purpose of this paper is to describe and position the work by Tadajewski and Jones on The History of Marketing Thought as it relates to complexity sciences and the future of marketing thought.

A conceptual discussion is provided based upon a series of identified subject trends in the history of marketing thought.

There appears to be a common denominator across the addressed subject trends in The History of Marketing Thought, namely the movement from simplicity towards complexity. Marketing thought is mostly descriptive, and to some extent explanatory, but it has not yet reached the level of providing predictability.

The future of marketing thought may benefit from the inclusion and inspiration of approaches derived from the complexity sciences.

The author poses some concerns regarding the future of marketing thought.

The author contends that there is a need for attention to be paid to the evident movement from simplicity towards complexity in marketing thought.

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

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.

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.

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.

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.

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

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

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

Establishing thought leadership by disseminating relevant digital content through social media has become one of the main priorities for marketers in business-to-business (B2B) settings. However, academic research has only recently started to address this phenomenon. In particular, researchers have not yet examined whether and how thought leadership positively influences a firm’s relationship with its customers. This paper aims to propose and test a model to explain how a firm’s thought leadership improves its customer relationship performance.

A cross-sectional research design was applied using covariance-based structural equation modeling to estimate the suggested model. Data were collected from a sample of 160 firms in different industries that create and share content on social media.

Thought leadership on social media positively influences brand performance and, in turn, customer relationship performance in B2B settings. Moreover, establishing thought leadership on social media results from specific thought leadership capabilities and is supported by social media capabilities.

This study advances knowledge on social media thought leadership in B2B settings by proposing and testing a model that combines available insights from three distinct but interrelated B2B streams of studies: branding, social media marketing and thought leadership. Moreover, this study conceptualizes the effects of thought leadership, which is consistent with the relational nature of B2B settings. In fact, it explores thought leadership as a means to maintain and strengthen business relationships. However, further studies are needed to explore detailed strategies that affect the effectiveness of thought leadership.

The results provide managers with evidence on the effectiveness of a thought leadership strategy. Establishing thought leadership on social media can help to nurture customer relationships over time. By sharing valuable content, suppliers can continuously demonstrate their cutting-edge competences and expertise, thus keeping their brand relevant to customers.

This is the first study to provide evidence of the benefits of social media thought leadership on customer relationships in B2B settings.

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.”

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.

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.”

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.

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.

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 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.

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.

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