Parallel to the continuing growth of interest in marketing has developed a concern for the history of marketing thought and for the evolution of marketing theory. This concern is mirrored by the introduction of many courses at both undergraduate and graduate level which address these topics. However, the relevant sources themselves remain difficult to access, especially those that are over fifteen years old.
Gathering together the seminal contributions to the development of the marketing discipline, this multi-volume set combines the best of both the American and European literature on the topic covering a period of over 70 years. The most comprehensive reference work of its kind, this set includes 162 articles charting both the development and the current debates in the field.
The material has been arranged thematically to help navigate the reader through the field, and includes a new introduction and a thorough index, making this set an invaluable reference tool for both academics and practitioners in the field.
Coverage includes: The Evolution of the Marketing Concept; The Historical Perspective; Foundations of Marketing Theory; Buyer Behaviour; Marketing Strategy; Analytical Frameworks - Tools and Techniques for the Analysis of Marketing Problems; Differentiation and Segmentation; Branding and Positioning; The Marketing Mix; International Marketing and Services Marketing.