Account of the evolution of marketing thought during the period from 1900 to 1962 - covers theoretical aspects, historical aspects, publicity, mass media, marke

This thought-provoking book chronicles the evolution of marketing theories and the rationales behind them. The authors present a typology for the twelve schools

The study and teaching of marketing as a university subject is generally understood to have originated in America during the early 20th century emerging as an a

A Twenty-First Century Guide to Aldersonian Marketing Thought introduces readers to the life, the writings and the intellectual legacy of Wroe Alderson, the pre