search query: @freeterm postmodernism / total: 7
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| Author: | Enright, M. |
| Title: | Marketing and conflicting dates for its emergence: Hotchkiss, Bartels, the "Fifties School" and alternative accounts |
| Journal: | Journal of Marketing Management
2002 : JUL, VOL. 18:5-6, p. 445-461 |
| Index terms: | HISTORY MARKETING |
| Freeterms: | CRITICAL THEORY POSTMODERNISM |
| Language: | eng |
| 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 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. |
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