The history of academic research in marketing and its implications for the future

What is it about?

The purpose of this study is to determine what the history of research in marketing implies for the reaction of the field to recent developments in technology due to the internet and associated developments. This paper examines the introduction of new research topics over 10-year intervals from 1960 to the present.

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Why is it important?

This paper traces the history of academic marketing from 1960 to the present to show how major changes in the field responded to changes in computer power and technology. It also derives implications for the future from this analysis.