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Milestones in Marketing

Published online by Cambridge University Press:  13 December 2011

John A. Quelch  and
Katherine E. Jocz
John A. Quelch
Affiliation:
JOHN A. QUELCH is senior associate dean and Lincoln Filene Professor of Business Administration atHarvard Business School.
Katherine E. Jocz
Affiliation:
KATHERINE E. JOCZ is a research associate, also atHarvard Business School.
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Abstract

We invited John Quelch and Katherine Jocz, authors of Greater Good: How Good Marketing Makes for Better Democracy (2008), to discuss some of the articles they found most interesting and important from the past half-century of marketing journals.

Type
Book Notes
Information
Business History Review , Volume 82 , Issue 4: A Special Issue on Salesmanship , Winter 2008 , pp. 827 - 838
Copyright
Copyright © The President and Fellows of Harvard College 2008

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References

1 McCarthy, E.Jerome, Basic Marketing: A Managerial Approach (Homewood, Ill., 1960).Google Scholar

2 For instance, Theodore Levitt said, in a widely quoted article, “Selling is preoccupied with the seller's need to convert his product into cash; marketing with the idea of satisfying the needs of the customer by means of the product and the whole cluster of things associated with creating, delivering, and finally consuming it,” Levitt, Theodore, “Marketing Myopia,” Harvard Business Review 61 (July-Aug. 1960): 50.Google Scholar

3 Drucker, Peter F., The Practice of Management (New York, 1954), 38.Google Scholar

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5 Webster, Frederick E. Jr, “The Role of Marketing and the Firm,”in Handbook of Marketing, ed. Weitz, Barton and Wensley, Robin (London, 2002), 66–82.CrossRefGoogle Scholar

6 Smith, Wendell R., “Product Differentiation and Market Segmentation as Alternative Marketing Strategies,” Journal of Marketing 21 (July 1956): 3–8.CrossRefGoogle Scholar

7 Ibid., 5.

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11 Ibid., 2.

12 McCarthy, Basic Marketing.

13 Kotler, Philip and Levy, Sidney J., “Broadening the Concept of Marketing,” Journal of Marketing 33 (Jan. 1969): 10–15CrossRefGoogle ScholarPubMed; Kotier, Philip, “A Generic Concept of Marketing,” Journal of Marketing 36 (Apr. 1972): 46–54.Google Scholar

14 Kotier and Levy, “Broadening the Concept of Marketing,” 15.

15 Packard, Vance, The Hidden Persuaders (New York, 1957).Google Scholar

16 Kotier, “A Generic Concept of Marketing.”

17 For example, see Luck, David, “Broadening the Concept of Marketing—Too Far,” Journal of Marketing 33 (July 1969): 53–54.CrossRefGoogle Scholar

18 Kotier, Philip, “The Role Played by the Broadening of Marketing Movement in the History of Marketing Thought,” Journal of Public Policy and Marketing 24 (Spring 2005): 114–16.Google Scholar

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21 Green, Paul E. and Wind, Yoram, “New Way to Measure Consumers' Judgments,” Harvard Business Review 53 (July-Aug. 1975): 107–17Google Scholar; Green, Paul E. and Srinivasan, V., “Conjoint Analysis in Consumer Research: Issues and Outlook,” Journal of Consumer Research 5 (Sept. 1978): 103–23.CrossRefGoogle Scholar

22 For instance, Keegan, Warren J., “Multinational Product Planning: Strategic Alternatives,” Journal of Marketing 33 (Jan. 1969): 58–62.CrossRefGoogle ScholarHarvard Business Review published relatively few articles on international markets.

23 Farley, John U. and Wind, Jerry, “International Marketing: The Neglect Continues,” Journal of Marketing 44 (Summer 1980): 5–6.Google Scholar

24 Levitt, Theodore, “The Globalization of Markets,” Harvard Business Review 61 (May/June 1983): 92–102.Google Scholar

25 Ibid., 92.

26 Ibid., 93.

27 Kotler, Philip, “Global Standardization—Courting Danger,” Journal of Consumer Marketing (Spring 1986): 13–16.CrossRefGoogle Scholar

28 Srivastava, Rajendra K., Shervani, Tasadduq, and Fahey, Liam, “Market-Based Assets and Shareholder Value: A Framework for Analysis,” Journal of Marketing 62 (Jan. 1998): 2–18.CrossRefGoogle Scholar

29 For example, see Cherington, Paul T., The Elements of Marketing (New York, 1920)Google Scholar; Converse, Paul D., Marketing Methods and Policies (New York, 1921)Google Scholar; Clark, Fred E., Principles of Marketing (New York, 1923)Google Scholar; and Maynard, Harold H., Weidler, Walter C., and Beekman, Theodore N., Principles of Marketing (New York, 1927).Google Scholar

30 For example, see Breyer, Ralph F., The Marketing Institution (New York, 1934).Google Scholar

31 Notably, authors contributing to the Journal of Public Policy and Marketing.