D. G. Brian Jones, Mark Tadajewski

Foundations of Marketing Thought (eBook, PDF)

The Influence of the German Historical School

• Format: PDF

Produktbeschreibung

This book analyses the influence of the German Historical School on institutional economists who pioneered the study of marketing in America and Britain during the late 19th and early 20th centuries. Drawing from extensive archival materials, it documents the early intellectual genealogy of marketing science and traces how early American and British economists borrowed from German scholars to study and teach marketing.

Challenging traditional assumptions, this book provides an authoritative new narrative of the origins of marketing thought and will be of great interest to educators, scholars and advanced students with an interest in marketing theory and history.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 228
• Erscheinungstermin: 12. Dezember 2017
• Englisch
• ISBN-13: 9781317295969
• Artikelnr.: 50518872

Autorenporträt

D.G. Brian Jones is the founding Editor of the Journal of Historical Research in Marketing and co-editor of the Routledge Studies in the History of Marketing. His research focuses on the history of marketing thought and has been published widely.



Mark Tadajewski is the Editor of the Journal of Marketing Management, an Associate Editor of the Journal of Historical Research in Marketing, the co-editor of the Routledge Studies in Critical Marketing and the Routledge Studies in the History of Marketing series.

Inhaltsangabe

Table of Contents
List of Figures and Tables
Preface
Acknowledgements
Chapter One: Introduction
Historical Research in Marketing
Collegiate Education for Business - and Marketing
The Emerging Marketing Discipline
Origins in Economic Thought
Method and Overview
Conclusion
Chapter Two: The German Historical School of Economics
Introduction
The Migration of American Students to Germany
Science in the Service of Industry
The German Historical School of Economics
The Older School
The Younger School
Influence of the German Historical School of Economics
Conclusion
Chapter Three: Foundations of Marketing Thought at the University of
Wisconsin
Introduction
The Conditions of Possibility for Richard T. Ely at Wisconsin
Ely Arrives at Wisconsin
Back to Classical Economics and Beyond
Ely's Trial: Economic Heresy
Wisconsin Students of the German Historical School
Edward David Jones
Henry Charles Taylor
Economics and Commerce at Wisconsin
Conclusion
Chapter Four: Foundations of Marketing Thought at the University of
Illinois
Introduction
Simon Litman and the Foundations of Marketing Thought
University of California (1902 - 1908)
University of Illinois (1908 - 1948)
Conclusion
Appendix 4.1 Outline of "Mechanism & Technique of Commerce"
Chapter Five: Foundations of Marketing Thought at the University of
Birmingham, UK
Introduction
William James Ashley (1860 - 1927)
Business Education in Britain
Ashley - Economic Historian and Business Educator
Moving to Birmingham
Business Economics and Marketing
Teaching Commercial Policy (Marketing):
"Business Policy" and the "Commerce Seminar"
Conclusion
Chapter Six: Foundations of Marketing Thought at Harvard and Beyond
Introduction
Cambridge, Massachusetts
Formative Influences on the Harvard Business School
Edwin Francis Gay
What to Teach?
Scientific Management and German Historicism
Arch W. Shaw on Frederick Taylor
Methodology for Teaching Marketing
Research in Marketing at Harvard - A Simple Scientific Endeavor
Arch W. Shaw - The Functions of Marketing
Conclusion
Chapter Seven: Conclusions
Introduction
Rewriting Marketing History
The Influence of the German Historical School
Being Perceived as Unorthodox in a Time of Social Pressure
Conclusion
Chapter Eight: Epilogue: The Contradictions of Progressivism and Future
Research
Introduction
From Accusations of Socialism to Patriotism
Complexity and Marketing History: The Dark Side
Ways Forward
Marketing and Deflation of Prejudice
Discussion and Conclusion
References
Index