From the Special Issue Editors

Bagozzi, Richard P. (1975). "Marketing as Exchange." Journal of Marketing, 39 (October): 32-39.

Bartels, Robert (1988). The History of Marketing Thought. 3rd ed. Columbus, OH: Publishing Horizons.

Cox, Reavis (1965). "The Search for Universals in Comparative Studies of Domestic Marketing Systems." In Marketing and Development, proceedings of the Fall 1965 Conference of the American Marketing Association, edited by Peter D. Bennett . Chicago: American Marketing Association, pp. 143-162.

Dubin, Robert (1978). Theory Building. New York: Free Press.

Firat, A. Fuat (1988). "The Inevitability of Historical Evidence in Generating Macromarketing Knowledge." In Marketing: A Return to Broader Dimensions, proceedings of the American Marketing Association Winter Educator's Conference, edited by Stanley J. Shapiro and A. H. Walle . Chicago: American Marketing Association, pp. 98-104.

Fullerton, Ronald A. (1987). "The Poverty of Ahistorical Analysis: Present Weakness and Future Cure in American Marketing Thought." In Philosophical and Radical Thought in Marketing, edited by Fuat Firat and others . Lexington, MA: Lexington Books, pp. 97-116.

Fullerton, Ronald A. (1988a). "How Modern Is Modern Marketing? Marketing's Evolution and the Myth of the Production Era." Journal of Marketing, 52 (January): 108-125.

Fullerton, Ronald A. (1988b). "Viktor Mataja's Contribution to Understanding Advertising: A North American Perspective." Werbeforschung und Praxis, 33 (April): 99-103.

Fullerton, Ronald A. (1989). "The Pioneer Theory of Advertising: Karl Knies" Telegraph" (1857)." Werbeforschung und Praxis, 34 (August): 137-141.

Fullerton, Ronald A. (1990a). "The Art of Market Research: Paul Lazarsfeld's "Shoe Buying in Zurich' (1933)." Journal of the Academy of Marketing Science, 18 (Fall): 319-328.

Fullerton, Ronald A. (1990b). "The Rise and Fall of Ernest Dichter." Werbeforschung und Praxis, 35 (6): 208-211.

Hunt, Shelby D. , and Jerry Goolsby (1988). "The Rise and Fall of the Functional Approach to Marketing: A Paradigm Displacement Perspective." In Historical Perspectives in Marketing: Essays in Honor of Stanley C. Hollander, edited by Terence Nevett and Ronald A. Fullerton . Lexington, MA: Lexington Books, pp. 35-51.

Jones, D. G. Brian , and David D. Monieson (1990). "Early Development of the Philosophy of Marketing Thought." Journal of Marketing, 54 (January): 102-113.

Keith, Robert J. (1960). "The Marketing Revolution." Journal of Marketing, 24 (January): 35-38.

Nevett, Terence (1991). "Historical Investigation and the Practice of Marketing." Journal of Marketing, 55 (July): 13-23.

Nevett, Terence , and Lisa Nevett (1987). "The Origins of Marketing: Evidence from Classical and Early Hellenistic Greece (500-300 B.C.)." In Marketing in Three Eras, edited by Terence Nevett and Stanley C. Hollander . East Lansing: Michigan State University, pp. 3-12.

Rassuli, Kathleen (1988). "Evidence of Marketing Strategy in the Early Printed Book Trade: An Application of Hollander's Historical Approach." In Historical Perspectives in Marketing: Essays in Honor of Stanley C. Hollander, edited by Terence Nevett and Ronald A. Fullerton . Lexington, MA: Lexington Books, pp. 91-107.

Zinn, Walter (1985). "The Hanseatic League and the Inter-temporal Nature of Multinational Business." In Marketing in the Long Run, edited by Stanley C. Hollander and Terence Nevett . East Lansing: Michigan State University, pp. 86-98.