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基本説明
A collection of eight biographical essays about seminal marketing scholars of the twentieth century.
Full Description
Pioneers in Marketing: A Collection of Biographical Essays discusses eight historically important marketing scholars whose careers collectively spanned over 100 years. An introductory chapter describes the role of biography in the study of marketing thought, and introduces the eight subjects in this collection. Subsequent chapters describe the lives of Edward David Jones, Simon Litman, Henry Charles Taylor, Percival White, George Burton Hotchkiss, Theodore N. Beckman, David D. Monieson, and William R. Davidson, focusing on their intellectual and professional contributions to the marketing discipline. The biographies are based on rare archival materials, some personal interviews, and analysis of the subjects' major works. The final chapter draws lessons from the collection for marketing students and teachers. Several important discoveries are reported that suggest opportunities for further research. These stories will inform and inspire students of marketing.
Contents
1. Biography and the History of Marketing Thought 2. Edward David Jones (1870-1944): The First Professor of Marketing 3. Simon Litman (1873-1965): Pioneer in International Marketing 4. Henry Charles Taylor (1873-1969): The Father of Agricultural Marketing 5. Percival White (1887-1970): Marketing Engineer 6. George Burton Hotchkiss (1884-1953): A Pioneer in Advertising 7. Theodore N. Beckman (1895-1973): Mr. Wholesaling 8. David D. Monieson (1927-2008): Philosopher and Pragmatist 9. William R. Davidson (1919-): Mr. Retailing 10. Lessons from Pioneers in Marketing Notes Bibliography Index
