A comment on the relationship between the history of marketing thought and the development of marketing theory

Abstract

This comment argues that the history of marketing thought and the development of marketing theory are intimately intertwined. The history of marketing thought is necessary for the development of marketing theory, and marketing theory is necessary for the advancement of marketing as a social science. Science matures as theoretical developments improve over time, contributing to the body of historical thought. As this thought–theory cycle continues to regenerate, the social science of marketing continues to progress.