Book Review: Marketing Theory: Classic and Contemporary Readings

Duddy Edward A. , and Revzan David A. (1953), Marketing: An Institutional Approach. New York: McGraw-Hill Book Company, Inc.

Fern Edward F. , and Brown James R. (1984), “The Industrial/Consumer Marketing Dichotomy: A Case of Insufficient Justification,” Journal of Marketing, 48 (Spring), 68–77.

Fullerton Ronald A. (1985), Journal of Marketing: Book Reviews, 49 (Spring), 152–3.

Hunt Shelby D. (1983), “General Theories and the Fundamental Explanada of Marketing,” Journal of Marketing, 47 (Fall), 9–17.

Lazer William (1979), “Some Observations on the Development of Marketing Thought,” in Conceptual and Theoretical Developments in Marketing, Ferrell O. C. , Brown S. W. , and Lamb C. W. Jr. , eds. Chicago: American Marketing Association, 652–64.

McGarry Edmund D. (1950), “Some Functions in Marketing Reconsidered,” in Theory in Marketing, Cox R. , and Alderson W. , eds. Homewood, IL: Richard D. Irwin, Inc., 263–79.

Savitt Ronald (1980), “Historical Research in Marketing,” Journal of Marketing, 44 (Fall), 52–8.

Toulmin Stephen (1972), Human Understanding. Princeton, NJ: Princeton University Press.

Walters C. Glenn , and Robin Donald P. , eds. (1977), Classics in Marketing. Santa Monica, CA: Goodyear Publishing Company, Inc.