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Subject trends in The History of Marketing Thought: from simplicity towards complexity
Oslo School of Management, Oslo, Norway.
2009 (English)In: Journal of Historical Research in Marketing, ISSN 1755-750X, E-ISSN 1755-7518, Vol. 1, no 2, p. 361-370Article in journal (Refereed) Published
Abstract [en]

Purpose – The purpose of this paper is to describe and position the work by Tadajewski and Jones on The History of Marketing Thought as it relates to complexity sciences and the future of marketing thought.

Design/methodology/approach – A conceptual discussion is provided based upon a series of identified subject trends in the history of marketing thought.

Findings – There appears to be a common denominator across the addressed subject trends in The History of Marketing Thought, namely the movement from simplicity towards complexity. Marketing thought is mostly descriptive, and to some extent explanatory, but it has not yet reached the level of providing predictability.

Research limitations/implications – The future of marketing thought may benefit from the inclusion and inspiration of approaches derived from the complexity sciences.

Practical implications – The author poses some concerns regarding the future of marketing thought.

Originality/value – The author contends that there is a need for attention to be paid to the evident movement from simplicity towards complexity in marketing thought.

Place, publisher, year, edition, pages
Bingley: Emerald Group Publishing Limited, 2009. Vol. 1, no 2, p. 361-370
Keywords [en]
History, Marketing, Complexity theory
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hh:diva-3003DOI: 10.1108/17557500910974668Local ID: 2082/3406OAI: oai:DiVA.org:hh-3003DiVA, id: diva2:240222
Available from: 2009-09-21 Created: 2009-09-21 Last updated: 2018-03-23Bibliographically approved

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Svensson, Göran

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
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  • modern-language-association-8th-edition
  • vancouver
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More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf