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How Modern Is Modern Marketing? Marketing's Evolution and the Myth of the "Production Era"
Ronald A. Fullerton
Journal of Marketing
Vol. 52, No. 1 (Jan., 1988), pp. 108-125
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1251689
Page Count: 18
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The widely accepted belief in a Production Era implies that serious and sophisticated marketing is a recent phenomenon. Analyzing conditions in Britain, Germany, and the United States, the author shows that the Production Era concept obscures the extent and level of development of earlier marketing practice, as do the Sales Era and Marketing Era concepts. A new model of marketing's evolution is used to propose a more accurate periodization of modern marketing's development.
Journal of Marketing © 1988 American Marketing Association