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This article discusses the history of marketing as a recognized discipline, along with concomitant changes in marketing theory and

practice. (Marketing comprises all activities involved in the transfer of goods from the producer or seller to oh the consumer or buyer, including advertising, shipping, storing, [citation needed] and selling. ) The study of the history of marketing as an academic field emerged only recently. Controversies and [citation needed] disputes abound in the field. The publication in 1976 of the book The History of Marketing [citation needed] Thought, by Robert Bartels marks a turning-point in marketing thought. Since then, academics [citation needed] specializing in marketing decided to imitateeconomics, distinguishing theory and practice. Two different fields of study emerged: 1. the history of marketing thought, giving theoretical accounts 2. marketing history, focusing on the history of marketing practice This division parallels the distinction between the history of economic thought and economic history.
[1] [when?]

Practitioners of the history of marketing thought note that both practitioners and academics know [citation needed] relatively little about the field. But history has significance for academics because it helps to [2] define the baselines upon which they can recognize change and evolve marketing theory. On the other hand, proponents of marketing history argue that one cannot fully compare the marketing field with [citation needed] economics and hence suggest the impracticality of divorcing theory and practice. First, marketing scholars seldom engage in the practice of marketing as much as economists engage in the development and execution of public policies. Second, business people innovate in the marketing field, [1] and the history of marketing will remain incomplete if one dissociates academia from practitioners. The following sections discuss both approaches to the history of marketing, closing with a debate about the standard chronology of marketing, a widely known hypothesis about the history of marketing, but one that historians in the marketing field have challenged.

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