Avoiding academic irrelevance in the marketing discipline: the promise of the history of marketing thought

This paper offers a commentary on Hunt's 'Advancing marketing strategy in the marketing discipline and beyond: From promise, to neglect, to prominence, to fragment, (to promise?)'. We focus on three issues: (1) the historical origins of marketing strategy, (2) resource-advantage theor...

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Bibliographic Details
Published inJournal of marketing management Vol. 34; no. 1-2; pp. 52 - 62
Main Authors Jones, D. G. Brian, Shaw, Eric H.
Format Journal Article
LanguageEnglish
Published Helensburg Taylor & Francis Ltd 01.01.2018
Subjects
Academic disciplines
Market strategy
Marketing
Prominence
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Summary:This paper offers a commentary on Hunt's 'Advancing marketing strategy in the marketing discipline and beyond: From promise, to neglect, to prominence, to fragment, (to promise?)'. We focus on three issues: (1) the historical origins of marketing strategy, (2) resource-advantage theory as a general theory of competition and/or a general theory of marketing and (3) the current state and future promise of doctoral training in the history of marketing thought.
ISSN:0267-257X
1472-1376
DOI:10.1080/0267257X.2017.1398771