If you need an accessible version of this item please contact JSTOR User Support

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
DOI: 10.2307/1251689
Stable URL: http://www.jstor.org/stable/1251689
Page Count: 18
  • Download PDF
  • Cite this Item

You are not currently logged in.

Access your personal account or get JSTOR access through your library or other institution:

login

Log in to your personal account or through your institution.

If you need an accessible version of this item please contact JSTOR User Support
How Modern Is Modern Marketing? Marketing's Evolution and the Myth of the
Preview not available

Abstract

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.

Page Thumbnails

  • Thumbnail: Page 
108
    108
  • Thumbnail: Page 
109
    109
  • Thumbnail: Page 
110
    110
  • Thumbnail: Page 
111
    111
  • Thumbnail: Page 
112
    112
  • Thumbnail: Page 
113
    113
  • Thumbnail: Page 
114
    114
  • Thumbnail: Page 
115
    115
  • Thumbnail: Page 
116
    116
  • Thumbnail: Page 
117
    117
  • Thumbnail: Page 
118
    118
  • Thumbnail: Page 
119
    119
  • Thumbnail: Page 
120
    120
  • Thumbnail: Page 
121
    121
  • Thumbnail: Page 
122
    122
  • Thumbnail: Page 
123
    123
  • Thumbnail: Page 
124
    124
  • Thumbnail: Page 
125
    125