It is rather incredible that a fifteen page article written prior to 1950 could have had such an impact on marketing, a field that has really come into its own in recent years. Despite this, Alderson’s works seemed to have created an impact in marketing thought. The question is have we really progressed since then? This paper discusses the history of marketing and our progression since the 1950s, particularly considering the environmental changes that have impacted on marketing. What developments have been made?
|Title of host publication||ANZMAC 2005 Conference Proceedings|
|Editors||Dr Sharon Purchase|
|Place of Publication||Perth, WA|
|Number of pages||6|
|Publication status||Published - 2005|
|Event||ANZMAC 2005 Conference, Broadening the Boundaries - Fremantle, Australia|
Duration: 5 Dec 2005 → 7 Dec 2005
|Conference||ANZMAC 2005 Conference, Broadening the Boundaries|
|Period||5/12/05 → 7/12/05|
Johns, R. (2005). Broadening The Boundaries: The Development Of Marketing Thought Over The Past Sixty Years. In D. S. Purchase (Ed.), ANZMAC 2005 Conference Proceedings (pp. 30-35). Perth, WA: ANZMAC.