Marketing and Conflicting Dates for its Emergence: Hotchkiss, Bartels, the 'Fifties School' and Alternative Accounts

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Abstract:

This paper initially examines three lines of argument on the emergence of the marketing construct: the works of Hotchkiss and of Bartels and the textual monographs that proliferated during the second half of the last century. Each puts forward a different commencement date for marketing and different subsequent periodisations. The paper then considers observations on the marketing construct from postmodernists, critical theorists, anthropologists and historians. These accounts do not share a common definition of the term 'marketing'. Scholarship both within and beyond the marketing domain may be providing deeper and more relevant insights into its origins.

Keywords: CRITICAL THEORY; HISTORY; MARKETING; PHILOLOGICAL APPROACHES; POSTMODERNISM

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/0267257022683712

Publication date: June 1, 2002

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