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| Author: | Tadajewski, M. |
| Title: | Reading 'the marketing revolution' through the prism of the FBI |
| Journal: | Journal of Marketing Management
2010 : FEB, VOL. 26:1-2, p. 90-107 |
| Index terms: | marketing management marketing concept co-operation cartels long range planning |
| Language: | eng |
| Abstract: | Keith's (1960) paper heralding the coming of the marketing revolution at Pillsbury has achieved seminal status within the marketing literature. This article aims to contest Keith's own claims regarding the marketing practices adopted during the so-called 'marketing' and 'marketing control' eras. It documents the participation of Pillsbury in anti-competitive practices that started in 1958 and concluded in the mid 1960s, with Pillsbury being charged and fined for their involvement with a price-fixing cartel. Thus, this paper revises the understanding of an important contribution to marketing thought, as well as highlighting the occasionally legally problematic nature of interfirm cooperation. |
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