Literary criticism and the history of marketing thought: a new perspective on 'reading' marketing theory
Article Abstract:
This paper proposes the addition of concepts drawn from literary criticism to philosophical and historical ones in order to provide insights into 'reading' marketing theory. The paper sets forth three modes of literary criticism applicable to the analysis of marketing theory - psychobiographical, editorial, and structural. It offers as an illustrative example a reading of the history of Ernest Dichter's motivation research movement using these methods. The addition of literary analysis demonstrates how textual clues can enrich the historian's study of the rise and fall of marketing phenomena over time. (Reprinted by permission of the publisher.)
Publication Name: Journal of the Academy of Marketing Science
Subject: Business
ISSN: 0092-0703
Year: 1990
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Marketing thought in American decorative arts
Article Abstract:
The field of American Decorative Arts, in an effort to place objects within their broader cultural context, has investigated surviving business records from the period 1760-1840. This research contributes to marketing thought by documenting early marketing problems and practices including insufficient consumer demand, global competition, attempts at demand stimulation, and emerging channels of distribution. (Reprinted by permission of the publisher.)
Publication Name: Journal of the Academy of Marketing Science
Subject: Business
ISSN: 0092-0703
Year: 1990
User Contributions:
Comment about this article or add new information about this topic:
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