Marketing is a relatively young discipline and mainstream marketing education pays little attention to the discipline's development and history. While on the sidelines of the discipline there has been some criticism of the lack of a historical understanding of marketing's development, marketing too often produces theory without appropriate regard to past marketing theory. This paper considers the case of the `most important' paper on marketing theory in 2004 with reference to a leading marketing writer from the 1950s and 1960s. It finds support for the argument that the 2004 paper brings little novelty over the 1965 book to which it is compared.
Aitken, R., Ballantyne, D., Osborne, P. and Williams, J. (2006) `Introduction to the Special Issue on the Service-dominant Logic of Marketing: Insights from the Otago Forum', Marketing Theory6(3): 275.
2.
Alderson, W. (1932) Louisville Grocery Survey, pt. III, A-C; pt. IV, Technical Report Distribution Cost Studies, No. 11-14, United States. Bureau of Foreign and Domestic Commerce (Department of Commerce). Washington, DC: US Government Print Office.
3.
Alderson, W. (1954) `A Functionalist Approach to Competition', in H. Huegy (ed.) The Role and Nature of Competition in our Marketing Economy, 1953 Marketing Symposium, University of Illinois Bulletin51(76): 40-9.
4.
Alderson, W. (1955) `A Functionalist Approach to Consumer Motivation' , in R. Cole (ed.) Consumer Behavior and Motivation, pp. 6-25. Chicago, IL: Bureau of Economic and Business Research, University of Illinois .
5.
Alderson, W. (1957) Marketing Behavior and Executive Action: A Functionalist Approach to Marketing. Homewood, IL: Richard D. Irwin.
6.
Alderson, W. (1958) `The Analytical Framework for Marketing', in D.J. Duncan (ed.) Proceedings: Conference of Marketing Teachers from Far Western States, University of California, Berkeley, pp. 15-28.
7.
Alderson, W. (1963) `The Analytical Framework for Marketing', in P. Bliss (ed.) Marketing and Behavioral Sciences, pp. 25-40. Boston, MA: Allyn and Bacon.
8.
Alderson, W. (1964a) `Ethics, Ideologies, and Sanctions . . . ', in Report of the Committee on Ethical Standards and Professional Practices , pp. 1-20. Chicago, IL: American Marketing Association .
9.
Alderson, W. (1964b) `The American Economy and Christian Ethics', in J. Wright and J. Mertes (eds) Advertising's Role in Society, pp. 252-8. New York: West.
10.
Alderson, W. (1965) Dynamic Marketing Behavior: A Functionalist Theory of Marketing. Homewood, IL: Richard D. Irwin.
11.
Alderson, W. (1968a) `The Analytical Framework for Marketing', in J. Kernan and M. Sommers (eds) Perspectives in Marketing Theory, pp. 69-82. New York: Appleton-Century-Crofts.
12.
Alderson, W. (1968b) `The Analytical Framework for Marketing', in P. Bliss (ed.) Marketing and the Behavioral Sciences Selected Readings, (2nd ed.), pp. 565-80. Boston, MA: Allyn and Bacon.
13.
Alderson, W. (1971) `The Analytical Framework for Marketing', in R.J. Lawrence and M.J. Thomas (eds) Modern Marketing Management Selected Readings , pp. 58-74. Middlesex: Penguin.
14.
Alderson, W. (1984) `The Analytical Framework for Marketing', in S. W. Brown and R. Fisk (eds) Marketing Theory: Distinguished Contributions , pp. 45-53. New York: John Wiley and Sons.
15.
Alderson, W. (1990)' The Analytical Framework for Marketing', in B.M. Enis, K.K. Cox and M.P. Mokwa (eds) Marketing Classics, pp. 22-32. Upper Saddle River, NJ: Prentice-Hall.
16.
Alderson, W. and Aiken, B.B. (1932a) Merchandising Requirements of the Drug Store Package, Technical Report Domestic Commerce Series, No. 73, United States. Bureau of Foreign and Domestic Commerce (Department of Commerce). Washington, DC: US Government Print Office.
17.
Alderson, W. and Aiken, B.B. (1932b) `Survey of 1,000 Drug Store Packages', Consumer Marketing Series No. 10, American Management Series, pp. 27-36. New York: American Management Association.
18.
Alderson, W. and Bromell, J.R. (1930) Problems of Wholesale Paint Distribution, Technical Report Distribution Cost Studies No. 8[a], United States. Bureau of Foreign and Domestic Commerce (Department of Commerce). Washington, DC: US Government Print Office.
19.
Alderson, W. and Haag, F., Jr. (1931) Problems of Wholesale Electrical Goods Distribution, Technical Report Distribution Cost Studies No. 9, United States. Bureau of Foreign and Domestic Commerce (Department of Commerce). Washington, DC: US Government Print Office.
20.
Alderson, W. and Meserole, W.H. (1932) Drug Store Arrangement, Technical Report Domestic Commerce Series No. 57, United States. Bureau of Foreign and Domestic Commerce (Department of Commerce). Washington, DC: US Government Print Office.
21.
Alderson, W. and Miller, N.A. (1930) Problems of Wholesale Dry Goods Distribution, Technical Report Distribution Cost Studies No. 7, United States. Bureau of Foreign and Domestic Commerce (Department of Commerce). Washington, DC: US Government Print Office.
22.
Alderson, W. and Miller, N.A. (1934) Costs, Sales, and Profits in the Retail Drug Store, Technical Report Domestic Commerce Series, No. 90, United States. Bureau of Foreign and Domestic Commerce (Department of Commerce). Washington, DC: US Government Print Office.
23.
Alderson, W. and Shapiro, S.J. (eds) (1963) Marketing and the Computer . Englewood Cliffs, NJ: Prentice-Hall .
24.
Alderson, W.,Terpstra, V. and Shapiro, S.J. (eds) ( 1965) Patents and Progress: The Sources and Impact of Advancing Technology. Homewood, IL: Richard D. Irwin.
25.
Alexander, R.S., Surface, F.M., Elder, R.F. and Alderson, W. (1940) Marketing. Boston, MA: Ginn and Company.
26.
American Marketing Association (2008) Journal of Marketing, URL (consulted January 2008): http://www.marketingpower.com/content1053.php
27.
Ballantyne, D. and Aitken, R. (2007) `Branding in B2B Markets: Insights from the Service-dominant Logic of Marketing', Journal of Business and Industrial Marketing22(6): 363-71.
28.
Ballantyne, D. and Varey, R. (2006) `Creating Value-in-use through Marketing Interaction: The Exchange Logic of Relating, Communicating and Knowing', Marketing Theory6(3): 335.
29.
Barbon, N. (1903) A Discourse of Trade (1690) Reprint. Baltimore, MD: Johns Hopkins University Press.
30.
Bartels, R. (1962) The Development of Marketing Thought. Homewood, IL: Richard D. Irwin.
31.
Bartels, R. (1970) Marketing Theory and Metatheory. Homewood, IL: Richard D. Irwin.
32.
Baumgartner, H. and Pieters, R. (2003) `The Structural Influence of Marketing Journals: A Citation Analysis of the Discipline and its Subareas over Time', Journal of Marketing67(2): 123-39.
33.
Beckman, T. (2007) `The Wroe River: The Canyon Carved by Alderson' , European Business Review19(6): 452-67.
34.
Beverland, M., Napoli, J. and Yakimova, R. (2007) `Branding the Business Marketing Offer: Exploring Brand Attributes in Business Markets', Journal of Business and Industrial Marketing22(6): 394-9.
35.
Blocker, C.P. and Flint, D.J. (2007a) `Customer Segments as Moving Targets: Integrating Customer Value Dynamism into Segment Instability Logic', Industrial Marketing Management36(6): 810-22.
36.
Blocker, C.P. and Flint, D.Y. (2007b) `Exploring the Dynamics of Customer Value in Cross-cultural Business Relationships', Journal of Business and Industrial Marketing22(4-5): 249-59.
37.
Brown, S. (2002) `Reading Wroe: On the Biopoetics of Alderson's Functionalism', Marketing Theory2(3): 243-71.
38.
Chamberlin, E.H. (1933) The Theory of Monopolistic Competition: A Re-orientation of the Theory of Value. Cambridge, MA: Harvard University Press.
39.
Clark, J.M. (1923) Studies in the Economics of Overhead Costs. Chicago, IL: University of Chicago Press .
40.
Cox, R. and Alderson, W. (eds) (1950) Theory in Marketing. Homewood, IL: Richard D. Irwin.
41.
Cox, R.,Alderson, W. and Shapiro, S.J. (eds) ( 1964) Theory in Marketing (2nd series). Homewood, IL: Richard D. Irwin.
42.
Dawson, J.A. (2007) `Scoping and Conceptualising Retailer Internationalisation' , Journal of Economic Geography7(4): 373-97.
43.
Day, G.S. (2004) `Achieving Advantage with a New Dominant Logic' , Journal of Marketing68: 19-20.
44.
Deighton, J. and Narayandas, D. (2004) `Stories and Theories', Journal of Marketing68: 19-20.
45.
Dixon, D.F. and Wilkinson, I.F. (1989) `An Alternative Paradigm for Marketing Theory' , The European Journal of Marketing23(8): 56-69.
46.
Enis, B.M.,Cox, K.K. and Mokwa, M.P. (eds) (1990) Marketing Classics (8th edn). Upper Saddle River, NJ: Prentice Hall.
47.
Etgar, M. (2006) `Co-production of Services: A Managerial Extension' , in R.F. Lusch and S.L. Vargo (eds) The Service-dominant Logic of Marketing: Dialog, Debate, and Directions, pp. 128-38. Armonk, NY: M.E. Sharpe.
48.
Flint, D. and Mentzer, J. (2006) `Striving for Integrated Value Chain Management, Given a Service-dominant Logic for Marketing', in R.F. Lusch and S.L. Vargo (eds) The Service-dominant Logic of Marketing: Dialog, Debate, and Directions , pp. 139-49. Armonk, NY: M.E. Sharpe.
49.
Fraedrich, J. (1987) `Marketing Functionalism The Enigma Explained' , in R. Belk (ed.) Marketing Theory, pp. 376-9. Chicago, IL: American Marketing Association.
50.
Galbraith, J.K. (2003) Personal Interview conducted at his home in Cambridge , Massachusetts on the morning of 16 August.
51.
Gebauer, H. (2007) `An Investigation of Antecedents for the Development of Customer Support Services in Manufacturing Companies', Journal of Business-to-Business Marketing14(3): 59-96.
52.
Gordon, R.A. and Howell, J.E. (1959) Higher Education for Business. New York: Columbia University Press.
53.
Grewal, R. and Slotegraaf, R.J. (2007) `Embeddedness of Organizational Capabilities', Decision Sciences38(3): 451-88.
54.
Gummesson, E. (2004) `Service Provision Calls for Partners Instead of Parties', Journal of Marketing68: 18-27.
55.
Gundlach, G.T. (2007) `The American Marketing Association's 2004 Definition of Marketing: Perspectives on its Implications for Scholarship and the Role and Responsibility of Marketing in Society', Journal of Public Policy and Marketing26(2): 243-50.
56.
Healy, M.J., Beverland, M.B., Oppewal, H. and Sands, S. (2007) `Understanding Retail Experiences - The Case for Ethnography', International Journal of Market Research49(6): 751-78.
57.
Helander, A. and Moller, K. (2007) `System Supplier's Customer Strategy', Industrial Marketing Management36(6): 719-30.
58.
Holbrook, M.B. (2001) Wroe Alderson (1957) Marketing Behavior and Executive Action, pp. 37-8. ACR News, URL (consulted November 2002): http://www.acr-news.org/WINTR-01/HLPb.html
59.
Hult, G., Neese, W. and Bashaw, R. (1997) `Faculty Perceptions of Marketing Journals', Journal of Marketing Education19(1): 37.
60.
Hunt, S.D. (2002) Foundations of Marketing Theory: Toward a General Theory of Marketing. Armonk, NY: M.E. Sharpe.
61.
Hunt, S.D. (2004a) `Incorporating Aldersonian Thought into Resource-advantage Theory', (working paper). Lubbock, TX: Texas Tech University, Rawls College of Business, Marketing Department.
62.
Hunt, S.D. (2004b) `On the Service-centered Dominant Logic for Marketing' , Journal of Marketing68: 21-2.
63.
Hunt, S.D. (2007) `A Responsibilities Framework for Marketing as a Professional Discipline', Journal of Public Policy and Marketing26(2): 277-83.
64.
Hunt, S.D. and Arnett, D.B. (2006) `Toward a General Theory of Marketing: Resource-advantage Theory as an Extension of Alderson', in B. Wooliscroft, R. Tamilia and S.J. Shapiro (eds) A Twenty-first Century Guide to Aldersonian Marketing Thought, pp. 453-72. New York: Springer.
65.
Jaworski, B. and Kohli, A. (2006) `Co-creating the Voice of the Customer', in R.F. Lusch and S.L. Vargo (eds) The Service-dominant Logic of Marketing: Dialog, Debate, and Directions, pp. 109-17. Armonk, NY: M E. Sharpe.
Kalaignanam, K. and Varadarajan, R. (2006) `Customers as Co-producers: Implications for Marketing Strategy Effectiveness and Marketing Operations Efficiency', in R.F. Lusch and S.L. Vargo (eds) The Service-dominant Logic of Marketing: Dialog, Debate, and Directions, pp. 166-80. Armonk, NY: M.E. Sharpe.
68.
Klein, R., Rai, A. and Straub, D.W. (2007) `Competitive and Cooperative Positioning in Supply Chain Logistics Relationships', Decision Sciences38(4): 611-46.
69.
Komulainen, H., Mainela, T., Tahtinen, J. and Ulkuniemi, P. (2007) `Retailers' Different Value Perceptions of Mobile Advertising Service', International Journal of Service Industry Management18(3-4): 368-93.
70.
Kotler, P. (1967) Marketing Management: Analysis, Planning, Implementation, and Control. Englewood Cliffs, NJ: Prentice Hall.
71.
Laczniak, G. (2006) `Some Societal and Ethical Dimensions of the Service-dominant Logic Perspective of Marketing', in R.F. Lusch and S.L. Vargo (eds) The Service-dominant Logic of Marketing: Dialog, Debate, and Directions , pp. 279-85. Armonk, NY: M. E. Sharpe.
72.
Lanseng, E.J. and Andreassen, T.W. (2007) `Electronic Healthcare: A Study of People's Readiness and Attitude Toward Performing Self-diagnosis' , International Journal of Service Industry Management18(3-4): 394-417.
73.
Levitt, T. (1960) `Marketing Myopia', Harvard Business Review38: 45-56.
74.
Levy, S. (2006) `How New, How Dominant?' in R.F. Lusch and S.L. Vargo (eds) The Service-dominant Logic of Marketing: Dialog, Debate, and Directions , pp. 57-64. Armonk, NY: M.E. Sharpe.
75.
Luecke, R. (1994) Scuttle your Ships before Advancing. New York: Oxford University Press.
76.
Lusch, R. (2006) `The Small and Long View', Journal of Macromarketing26(2): 240-4.
77.
Lusch, R.F. (1980) `Alderson, Sessions, and the 1950s Manager', in C. Lamb (ed.) Theoretical Developments in Marketing, pp. 4-6. Chicago, IL: American Marketing Association.
78.
Lusch, R. and Vargo, S. (2006a) `Service-dominant Logic as a Foundation for a General Theory', in R.F. Lusch and S.L. Vargo (eds) The Service-dominant Logic of Marketing: Dialog, Debate, and Directions, pp. 406-20. Armonk, NY: M.E. Sharpe.
79.
Lusch, R. and Vargo, S. (2006b) `Service-dominant Logic: Reactions, Reflections and Refinements', Marketing Theory6(3): 281.
80.
Lusch, R. and Vargo, S. (2006c) The Service-dominant Logic of Marketing: Dialog, Debate, and Directions. Armonk, NY: ME Sharpe.
81.
Lusch, R., Vargo, S. and Malter, A. (2006) `Marketing as Service-exchange: Taking a Leadership Role in Global Marketing Management', Organizational Dynamics35(3): 264-78.
82.
Lusch, R., Vargo, S. and O'Brien, M. (2007) `Competing Through Service: Insights from Service-dominant Logic', Journal of Retailing83(1): 5-18.
83.
Lutz, R.J. (2007) `A Twenty-first Century Guide to Aldersonian Marketing Thought, edited by Ben Wooliscroft, Robert D. Tamilia, and Stanley J. Shapiro: Book Review', URL (consulted June 2006): http://www.marketingpower.com/content31017.php
84.
McCarthy, E.J. (1960) Basic Marketing: A Managerial Approach. Homewood, IL: Richard D. Irwin.
85.
Michel, S., Vargo, S. and Lusch, R.(in press) `Reconfiguration of the Conceptual Landscape: A Tribute to the Service Logic of Richard Normann', Journal of the Academy of Marketing Science36(1): 1-4.
86.
Moller, K. and Rajala, A. (2007) `Rise of Strategic Nets - New Modes of Value Creation' , Industrial Marketing Management36(7): 895-908.
87.
Morgan, F., Deeter-Schmelz, D. and Moberg, C.R. (2007) `Branding Implications of Partner Firm-focal Firm Relationships in Business-to-Business Service Networks', Journal of Business and Industrial Marketing22(6): 372-82.
88.
Otteson, S.F. (1959) `Marketing', in F.C. Pierson (ed.) The Education of American Businessmen. A Study of University-College Programs in Business Administration, pp. 423-51. New York: McGraw-Hill.
89.
Pierson, F.C. (1959) The Education of American Businessmen. A Study of University-College Programs in Business Administration. New York: McGraw-Hill.
90.
Porter, M.E. (1985) Competitive Advantage. New York : The Free Press.
91.
Prahalad, C.K. (2004) `The Co-creation of Value', Journal of Marketing68: 23.
92.
Priem, R., Rasheed, A. and Amirani, S. (1971) `Alderson's Transvection and Porter's Value System: A Comparison of Two Independently Developed Theories', Journal of Management History3(2): 145-65.
93.
Robinson, J. (1933) The Economics of Imperfect Competition. London: Macmillan.
94.
Robinson, P.J., Blazovic, V.P., Green, P.E., Buell, V.P., Linnemann, R.E., Corbin, A. and Michner, W.W. (1976) The Charles Coolidge Parlin Awards: Thirty Years of Achievements in Marketing. Philadelphia: PA: The Parlin Board of Governors and the Philadelphia Chapter of the American Marketing Association.
95.
Rust, R.T. (2004) `If Everything is Service, Why is this Happening Now, and What Difference Does it Make?', Journal of Marketing68: 23-4.
96.
Shapiro, S.J. (2001) Personal Interview conducted in his room at the Delta Suites Hotel, Vancouver on 6 September.
97.
Shaw, E. and Jones, D. (2005) `A History of Schools of Marketing Thought', Marketing Theory5(3): 239-81.
98.
Sheth, J.N., Gardner, D.M. and Garrett, D.E. (1988) Marketing Theory: Evolution and Evaluation. New York: John Wiley and Sons.
99.
Shugan, S.M. (2004) `Finance, Operations, and Marketing Conflicts in Service Firms', Journal of Marketing68: 24-6.
100.
Smalley, R. and Fraedrich, J. (1995) `Aldersonian Functionalism: An Enduring Theory in Marketing', Journal of Marketing Theory and Practice3(4): 1-16.
101.
Vandaele, D., Rangarajan, D., Gemmel, P. and Lievens, A. (2007) `How to Govern Business Services Exchanges: Contractual and Relational Issues', International Journal of Management Reviews9(3): 237-58.
102.
Vargo, S.L. and Lusch, R.F. (2004) `Evolving to a New Dominant Logic for Marketing' , Journal of Marketing68(January): 1-17.
103.
Venkatesh, A., Penaloza, L. and Firat, A. (2006) `The Market as a Sign System and the Logic of the Market', in R.F. Lusch and S.L. Vargo (eds) The Service-dominant Logic of Marketing: Dialog, Debate, and Directions, pp. 251-65. Armonk, NY: ME Sharpe.
104.
Wales, H.G. and Dawson, L.E., Jr (1979) `The Anomalous Qualities between Present-day Conferences and Alderson's Marketing Theory Seminars', in O.C. Ferrell, S.W. Brown and C.W. Lamb Jr (eds) Conceptual and Theoretical Developments in Marketing, pp. 222-7. Chicago, IL : American Marketing Association.
105.
Wilkie, W.L. (2005) `Needed: A Larger Sense of Marketing and Scholarship' , Journal of Marketing69(October): 8-10.
106.
Wilkie, W.L. and Moore, E.S. (2003) `Scholarly Research in Marketing: Exploring the "4 Eras" of Thought Development', Journal of Public Policy and Marketing22(2): 116-46.
107.
Wilkie, W. and Moore, E. (2006) `Examining Marketing Scholarship and the Service-dominant Logic', in R.F. Lusch and S.L. Vargo (eds) The Service-dominant Logic of Marketing: Dialog, Debate, and Directions, pp. 266-78. Armonk, NY: M.E. Sharpe.
108.
Woodall, T. (2007) `New Marketing, Improved Marketing, Apocryphal Marketing - Is One Marketing Concept Enough?', European Journal of Marketing41(11-12): 1284-96.
109.
Woodruff, R.B. and Flint, D.J. (2006) `Marketing's Service-dominant Logic and Customer Value', in R.F. Lusch and S.L. Vargo (eds) The Service-dominant Logic of Marketing: Dialog, Debate, and Directions, pp. 183-95. Armonk, NY: M.E. Sharpe.
110.
Wooliscroft, B. (2003) `Wroe Alderson's Influence on Marketing Theory through His Textbooks', Journal of the Academy of Marketing Science31(4): 481-90.
111.
Wooliscroft, B. (2006) `Wroe Alderson a Life', in B. Wooliscroft, R. Tamilia and S.J. Shapiro (eds) A Twenty-first Century Guide to Aldersonian Marketing Thought, pp. 3- 32. New York: Springer.
112.
Wooliscroft, B.,Tamilia, R. and Shapiro, S.J. (eds) ( 2006) A Twenty-first Century Guide to Aldersonian Marketing Thought. New York: Springer.
113.
Zhu, Z., Nakata, C., Sivakumar, K. and Grewal, D. (2007) `Self-service Technology Effectiveness: The Role of Design Features and Individual Traits', Journal of the Academy of Marketing Science35(4): 492-506.
