What happens when accumulated knowledge from the past as regards both practice and theory is absent in marketing education? Simply put, scholarly knowledge gets lost with dire consequences not only for the nature and scope of marketing as an academic discipline but also for the type of research undertaken. The quest to be current, especially in marketing management, has resulted in the fragmentation of marketing into ever more specialized areas resulting in the creation of silos with little room for scholarly work in marketing thought and marketing theory building.
AMA (1988) ‘Developing, Disseminating, and Utilizing Marketing Knowledge’, Journal of Marketing52(October): 1–25. [Also comments by Churchill, Garda, Hunt and Webster, pp. 26–50.].
2.
BartelsR. (1962) The Development of Marketing Thought, Homewood, IL: Richard D. Irwin.
3.
BartelsR. (1970) Marketing Theory and Metatheory, Homewood, IL: Richard D. Irwin.
4.
BartelsR. (1976) The History of Marketing Thought (2nd ed.). Columbus, OH: Grid.
5.
BartelsR. (1983) ‘Is Marketing Defaulting Its Responsibilities?’, Journal of Marketing47(Fall): 32–5.
6.
BartelsR. (1988) The History of Marketing Thought (3rd ed.). Columbus, OH: Publishing Horizons.
7.
CapellaL.MaronickT. (1979) ‘Marketing Theory Courses: A New Direction?’, in FranzR.Hopkins R.TomaA. (eds) Proceedings of the 1979 Southern Marketing Association, pp. 12–15. Lafayette, IN: Southern Marketing Association.
8.
CapellaL.RobinD.MaronickT. (1986) ‘Marketing Theory Courses: Which Direction?’, in GuiltinanJ.AchabalD. (eds) Marketing Education Knowledge Development, Dissemination, and Utilization, pp. 95–8. Chicago, IL: American Marketing Association.
9.
CapellaL.RobinD.MaronickT. (1987) ‘The Developing State of Marketing Theory: A Longitudinal Study’, in DouglasS.SolomonM. R.MahajanV.AlpertM.PrideW.FrazierG. (eds) 1987 AMA Educators’ Proceedings Enhancing Knowledge Development in Marketing pp. 151–5. Chicago, IL: American Marketing Association.
10.
CoxR.AldersonW. (eds) (1950) Theory in Marketing. Chicago, IL: Richard D. Irwin.
11.
CoxR.AldersonW.ShapiroS.J. (eds) (1964) Theory in Marketing. Homewood, IL: Richard D. Irwin.
12.
FerrellO.C.BrownS.W.LambC.W.Jr (eds) (1979) Conceptual and Theoretical Developments in Marketing. Chicago, IL: American Marketing Association.
13.
FiskG. (ed) (1971) New Essays in Marketing Theory. Boston, MA: Allyn and Bacon.
14.
HuntS.D. (1976) Marketing Theory: Conceptual Foundations of Research in Marketing. Columbus, OH: Grid.
15.
HuntS.D. (1983) Marketing Theory, Concepts and Readings. Homewood, IL: Richard D. Irwin.
16.
HuntS.D. (1991) Modern Marketing Theory: Critical Issues in the Philosophy of Marketing Science. Cincinnati, OH: South-Western Publishing.
17.
HuntS.D. (2002) Foundations of Marketing Theory: Toward a General Theory of Marketing. NY: M. E. Sharpe.
18.
JacksonD. (1979) ‘The Development of a Marketing Thought Course: An Approach’, in FerrellO. C.BrownS. W.LambC. W. (eds) Conceptual and Theoretical Developments in Marketing, pp. 408–19. Chicago, IL: American Marketing Association.
19.
JonesD.G.B.ShawE. (2002) ‘History of Marketing Thought’, in WeitzB.WensleyR. (eds) Handbook of Marketing, pp. 39–65. London/Thousand Oaks, CA: Sage.
20.
KurtzD.VelliquetteA.M.GarretsonJ.A.DhodapkarS.OlsonJ. (1997) ‘An Evaluation of the Marketing Theory Seminar in PhD Programs: Teaching Alternatives and Future Directions’, Marketing Education Review7(Summer): 1–15.
21.
LipsonH. (1979) ‘Progress in the Development of Marketing Theory: A Retrospective View’, in FerrellO. C.Brown S.LambC. (eds) Conceptual and Theoretical Developments in Marketing, pp. 420–5. Chicago, IL: American Marketing Association.
22.
MonroeK. (1979) ‘The Graduate Marketing Theory Course’, in FerrellO. C.Brown S.LambC. (eds) Conceptual and Theoretical Developments in Marketing, pp. 665–78. Chicago, IL: American Marketing Association.
23.
RyansJ.JrVan’t SpijkerW.BerginJ.L. (1974) ‘Marketing Theory: A Current Status Report’, Journal of the Academy of Marketing Science2(4): 620–8.
24.
ShapiroS.J. (2006) ‘Macromarketing: Origins, Development, Current Status and Possible Future Directions’, European Business Review18(4): 307–21.
25.
ShawE.JonesD.G.B. (2005) ‘A History of Schools of Marketing Thought’, Marketing Theory5(3): 239–81.
26.
ShawE.WilkinsonI. (eds) (2011) ‘From the Editors’, Journal of Historical Research in Marketing3(1): 1–2.
27.
ShethJ.GardnerD.GarrettD. (1988) Marketing Theory Evolution and Evaluation. NY: John Wiley.
28.
StoneR.GardnerD. (1989) ‘Perspectives on the Marketing Theory Course’, in ChildersT.PeterJ.P.BagozziR. (eds) 1989 AMA Winter Educators’ Conference, ‘Marketing Theory and Practice’ pp. 1–6. Chicago, IL: American Marketing Association.
29.
TadajewskiM.JonesD.G.B. (eds) (2008) History of Marketing Thought, 3vols.London: Sage.
30.
TamiliaR.D. (1989) ‘The PhD Seminar on Marketing Thought and Theory: Some Reflections on How to Teach It’, paper presented at the 1989 American Marketing Association Winter Educators’ Conference, ‘Marketing Theory and Practice ’, St Petersburg, February.
31.
TamiliaR.D. (2011) ‘The Timeless Intellectual Contributions of Donald F. Dixon’, Journal of Historical Research in Marketing3(1): 33–52.
32.
WilkieW.MooreE. (2003) ‘Scholarly Research in Marketing: Exploring the “4 Eras” of Thought Development’, Journal of Public Policy & Marketing22(Fall): 116–46.
33.
WitkowskiT.JonesD.G.B. (2008) ‘Historiography in Marketing: Its Growth, Structure of Inquiry, and Discipline Status’, Business and Economic History On-Line6: 1–18, URL (consulted February 2011):http://www.thebhc.org/publications/BEonline/witkowskiandjones.pdf.
34.
WooliscroftB.TamiliaR.D.ShapiroS.J. (eds) (2006) A Twenty-first Century Guide to Alderson Marketing Thought. NY: Springer.
35.
WrightJ. (1979) ‘Variations on a Theme: The Marketing Thought Course’, in FerrellO. C.BrownS.LambC. (eds) Conceptual and Theoretical Developments in Marketing, pp. 426–30. Chicago, IL: American Marketing Association.
