JOURNAL DIARY
of
MD Omar Shah
ID- 940601-T677
Prepared For:
Associate Professor Nishant Kumar
Director of Master’s in Marketing Program
Stockholm Business School, Stockholm University.
MARKETING THEORY
AUTUMN SEMESTER 2019
Article: 01
A History of School of Marketing Thought.
Eric H. Shaw & D.G. Brian Jones
Individual schools of marketing thought.
Hollander (1980) on the institutional school
Hunt and Goolsby (1988) on functions
Murphy and Enis (1986) and Zinn and Johnson (1990) on the commodity school
Savitt (1981) on interregional trade
Sheth and Gross (1988) on the consumer behavior school
Webster (1992) on marketing management
Wilkie and Moore (2002, 2003) on twin areas of macromarketing: marketing and society, and
marketing and public policy.
Sub-areas of schools of marketing thought:
Fisk et al. (1993) on Services Marketing
Berry (1995) on Relationship Marketing
Review articles tend to substantiate on schools of thought or their respective sub areas, but do not
reflect the connectivity between different schools of thought and such, although Sheth et al. (1988)
conveys what is regarded as an encompassing work on the progression of these schools on a
theoretical basis.
The key points of discussion as far as this article is concerned is to outline new developments in
the evolution of these schools, the ensuing effect of these schools in the form of emergence of new
schools in the mid twentieth century and the expansion of said effect in the subsequent years in
the 1970s.
Also, the article further builds on how this has continued into the 21
st
century in the form of these
schools of thought being connected to one another as well as discussing the conceptual dilemmas
