Pre-aldersonian antecedents to macromarketing: Insights from the textual literature
Journal of the Academy of Marketing Science · 1990 · Volume 18 · Issue 4
Abstract
The article examines the major antecedents to the systemic perspective of macromarketing from the 1920s to the period before Alderson's work. Major developments are presented and evaluated in an approach advocated by Kuhn. The paper draws on the textual literature.
Keywords
Marketing, American Economic Review, Textual Literature, Institutional Approach, Marketing System
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