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| Author: | Wilkie, W.L. Moore, E.S. |
| Title: | Scholarly research in marketing: exploring the "4 eras" of thought development |
| Journal: | Journal of Public Policy and Marketing
2003 : FALL, VOL. 22:2, p. 116-146 |
| Index terms: | Marketing research Marketing theory |
| Language: | eng |
| Abstract: | As marketing research is expanding in many ways, it is also worthwhile askin what is in danger of being left behind? This paper takes an extended look across the last century of marketing thought and presents 1) the general course that has been taken by the body of marketing thought over its "4 eras" and 2) how the treatment of societal dimensions of marketing has fared during each period. |
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