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Volume One PART ONE: THE DEVELOPMENT OF MARKETING THOUGHT: AN OVERVIEWPre-20th Century Marketing Thought The Role of Marketing in Early Theories ofEconomic Development - D F Dixon Marketing Structure and the Theory ofEconomic Interdependence - D F Dixon Early Analytical Developments SomeLate 19th Century Antecedents of Marketing Theory - D F Dixon EmergingMacromarketing Concepts - D F Dixon From Socrates to Alfred Marshall TheFirst Dialogue on Macromarketing - E H Shaw Appraisal of Contributions toMarketing Thought by 19th Century Liberal Economists - F G Coolsen EarlyDevelopment of the Marketing Discipline The First Decade of MarketingLiterature - P D Converse Influences on the Development of Marketing Thought- R Bartels 1900-1923 Early Development of the Philosophy of MarketingThought - D G B Jones and D D Monieson Historical Surveys of the Developmentof Marketing Thought A History of Marketing Thought - D G B Jones and E HShaw Scholarly Research in Marketing - W L Wilkie and E S Moore Exploringthe 'Four Eras' of Thought Development PART TWO: THE PIONEERS OF MARKETINGTHOUGHT Early Teachers of Marketing - H H Maynard Contribution of Women to US Marketing Thought - M E Zukerman and M L Carsky Hugh Elmer Agnew - W JMcKeon Ralph F Breyer - R W Cox Arthur Norris Brisco - J H Wingate RalphStarr Butler - J P Wood Paul Terry Cherrington - A M Crossley Fred EmersonClark - R M Clewett Paul Dulaney Converse - H W Huegy Biography and theHistory of Marketing Thought - D G B Jones Henry Charles Taylor and EdwardDavid Jones Melvin T Copeland - M P McNair Henry E Erdman - G L Mehren EdwardA Filene and Lincoln Filene - D Bloomfield Benjamin Horace Hibbard - H EErdman George Burton Hotchkiss - D B Lucas Leverett Samuel Lyon - N H EngleHarold H Maynard - T N Beckman Volume Two Edwin Griswold Nourse - E T GretherPaul Henry Nystrom - D J Duncan Charles Coolidge Parlin - W Alderson StanleyB Resor - L W Jacobs Clarence Saunders - P E Rockwood Walter Dill Scott - E CLynch Pioneer Industrial Psychologist Arch W Shaw - M T Copeland DanielStarch - N H Borden Harry R Tosdal - R M Cunningham Ronald Snow Vaile - E TGrether Louis D H Weld - D R G Cowan Simon Litman (1873-1965) - D G B JonesPioneer Marketing Scholar Theodore N Beckman (1895-1973) - D G B JonesExternal Manifestations of the Man Robert Bartels and the History ofMarketing Thought - E Shaw and R Tamilia Influences on the Development ofMarketing Thought, 1950-1987 - R Bartels Wroe Anderson - B Wooliscroft ALife My Life on Mt Olympus - S C Hollander Sidney Levy - G E HarrisChallenging the Philosophical Assumptions of Marketing PART THREE:CONTEXTUALIZING THE DEVELOPMENT OF MARKETING THOUGHT Contextualizing theDevelopment of Marketing Thought Forces Impinging on Long-TermBusiness-to-Business Relationships in the United States - W W Keep, S CHollander and R Dickinson An Historical Perspective Marketing and thePublic / Marketing and the Enterpriser - P White Marketing ManagementConcepts - B J La Londe and E J Morrison Yesterday and Today The Orderingof Marketing Theory - M Tadajewski The Influence of McCarthyism and theCold War Remembering Motivation Research - M Tadajewski Toward anAlternative Genealogy of Interpretive Consumer Research Counterculture,Criticisms and Crisis - M J Arnold and J E Fisher Assessing the Effect ofthe Sixties on Marketing Thought Volume Three The Schools of Thought inMarketing A History of Schools of Thought in Marketing - E H Shaw and D G BJones The Functions School The Rise and Fall of the Functionalist Approach toMarketing - S D Hunt and J Goolsby A Paradigm Displacement PerspectiveSome Problems in Market Distribution - A W Shaw The Commodities SchoolPrinciples of Merchandising - M T Copeland The Commodity Approach inMarketing Research - W Zinn and S D Johnson Is It Really Obsolete? TheInstitutional Approach Marketing Functions and Mercantile Organization - L DH Weld Origins of the Institutional Approach in Marketing - D G B Jones and DD Monieson Inter-Regional Trade School The Law of Retail Gravitation - W JReilly New Laws of Retail Gravitation - P D Converse Marketing ManagementSchool The Marketing Philosophy as a Way of Business Life - F J Borsch TheMarketing Revolution - R J Keith How Modern Is 'Modern' Marketing?Marketing's Evolution and Myth of the 'Production' Era - R A Fullerton TheMarketing Concept - S C Hollander A D[ac]e[gr]a Vu Evolving to a NewDominant Logic for Marketing - S Vargo and R F Lusch Consumer BehaviourSchool Economics, Psychology and the Literature of the Subdiscipline ofConsumer Behavior - R Mittelstaedt Scholarly Traditions and the EuropeanRoots of American Consumer Research - H H Kassarjian Macromarketing SchoolPre-Aldersonian Antecedents to Macromarketing - R Savitt Insights from theTextual Literature Consumer Sovereignty, Democracy and the Marketing Concept- D F Dixon A Macromarketing Perspective Macromarketing - R Layton and SGrossbart Past, Present and Possible Future Exchange School Toward aFormal Theory of Transactions and Transvections - W Alderson and M W MilesMarketing as Exchange - R P Bagozzi On Defining Marketing - C Gr[um]onroosFinding a New Roadmap for Marketing