Pioneers in Marketing

A Collection of Biographical Essays

By: D.G. Brian Jones

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Hardcover | 21 December 2011 | Edition Number 1

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Hardcover
212 Pages

Dimensions(cm)
22.9 x 15.2 x 1.6

Hardcover

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Pioneers in Marketing presents a collection of eight biographical essays about seminal marketing scholars of the twentieth century, focusing on the careers and contributions of those who contributed most to the development of the marketing discipline. Five of the eight biographies rely extensively on archival materials which allow for a much more detailed examination of the subject's life and career than earlier published sketches, and two of the biographies in this collection are drawn from from extensive interviews with the subject. The careers of most of the scholars included in this volume were centered on the first half of the twentieth century, during which time marketing emerged as a university discipline.Introduced with a chapter that discusses biography as a form of historical writing in marketing, author Ian Dennis offers a rationale for biography as an approach to studying marketing history, outlines methodology for doing biographical research, and explores sources of biographical material. The final chapter delves into common themes of the biographies, lessons that can be learned from this collection, and offers suggestions for further biographical research.

Industry Reviews

'Jones' study of the pioneers of marketing theory and practice reveals the complex philosophical underpinnings of the discipline, highlighting the impact of the socio-cultural environment on the way scholars have reflected on marketing and reinserts forgotten pioneers into our disciplinary consciousness.' -- Mark Tadajewski, University of Leicester, UK 'This carefully crafted set of biographies of marketing "thought leaders" deepens our understanding of the history of academic marketing. This collection is essential reading for those interested in the history of marketing thought. The book is concise, exceedingly well written and all but unique in its use of archival sources to provide a more complete picture of its subjects.' -- Stan Shapiro, Simon Fraser University, Canada

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