Commentaries on the status of the marketing discipline conclude that it is significantly troubled, which raises the question: Do the troubles identified portend a de-institutionalization of the discipline in marketing’s Era IV (1980–2020) and its potential re-institutionalization in Era V (2020-?)? This article examines (1) the marketing discipline’s founding in Era I (1900–1920), (2) how the discipline became institutionalized in Era II (1920–1950), (3) how marketing was re-institutionalized in Era III (1950–1980), and (4) how the discipline’s fragmentation in Era IV (1980–2020) portends its de-institutionalization. The article concludes by arguing for the marketing discipline’s re-institutionalization in Era V (2020-?).
This is a preview of subscription content, access via your institution.
Buy single article
Instant access to the full article PDF.
Tax calculation will be finalised during checkout.
Subscribe to journal
Immediate online access to all issues from 2019. Subscription will auto renew annually.
Tax calculation will be finalised during checkout.
There are numerous other areas of study within marketing, for example, pricing, new product decisions, sales, and advertising. However, no other area of study fulfills the requirements of an institutionalized subdiscipline within the overall marketing discipline.
Agnew, H. E. (1941). The history of the American marketing association. Journal of Marketing, 5(4), 374–379.
Alderson, W. (1965). Dynamic marketing behavior: A functionalist theory of marketing. Homewood: Richard D. Irwin.
Applebaum, W. (1947). The Journal of Marketing: The first ten years. Journal of Marketing, 11(April), 355–363.
Baligh, H. H., & Richartz, L. E. (1967). Vertical market structure. Boston: Allyn & Bacon.
Bartels, R. (1962). The development of marketing thought. Homewood: Richard D. Irwin, Inc..
Bartels, R. (1988). The history of marketing thought (3rd ed.). Columbus: Publishing Horizons, Inc..
Belk, R. (1986). What should ACR be when it grows up? Advances in Consumer Research, 13(1), 423–424.
Bloom, P. N., & Gundlach, G. T. (2001). Handbook of marketing and society. Thousand Oaks: Sage Publications, Inc..
Borch, F. J. (1957). The marketing philosophy as a way of business life. New York: General Electric.
Borden, N. H. (1964). The concept of the marketing mix. Journal of Advertising Research, 4(2), 7–12.
Brown, E. (1925). Marketing. New York: Harper & Brothers.
Bucklin, L. P. (1972). Competition and evolution in the distributive trades. Englewood Cliffs: Prentice-Hall Inc..
Butler, R. S. (1917). Marketing methods. New York: Alexander Hamilton Institute.
Butler, R. S., DeBower, H. F., & Jones, J. G. (1914). Marketing methods and salesmanship. New York: Alexander Hamilton Institute.
Cherrington, P. (1921). The elements of marketing. New York: Macmillan.
Clark, F. (1922). Principles of marketing. New York: Macmillan.
Clark, T., Key, T. M., Hodis, M., & Rajaratnam, D. (2014). The intellectual ecology of mainstream marketing research: An inquiry into the place of Marketing in the Family of business disciplines. Journal of the Academy of Marketing Sciences, 42(3), 223–241.
Converse, P. D. (1921). Marketing methods and policies. New York: Prentice-Hall.
Converse, P. D. (1952). Notes on the origin of the American marketing association. Journal of Marketing, 17(July), 65–67.
Cox, R., Goodman, C. S., & Fichandler, T. C. (1965). Distribution in a high-level economy. Englewood Cliffs: Prentice-Hall Inc..
Duncan, C. S. (1921). Marketing. New York: Appleton & Co..
Engel, J. F., Kollat, D. T., & Blackwell, R. D. (1968). Consumer behavior. New York: Holt, Rinehart, & Winston.
Ferrell, O. C., Hair, J. F., Marshall, G. W., & Tamilia, R. D. (2015). Understanding the history of marketing education to improve classroom instruction. Marketing Education Review, 25(2), 159–175.
Fisk, G. (1967). Marketing systems, an introductory analysis. New York: Harper & Row.
General Electric Company. (1952). Annual report. Schenectady: General Electric Company.
Gordon, R., & Howell, J. E. (1959). Higher education for business. New York: Columbia University Press.
Holbrook, M. B. (1987). What is consumer research? Journal of Consumer Research, 14(1), 128–132.
Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior. New York: John Wiley & Sons.
Hunt, S. D. (1976). The nature and scope of marketing. Journal of Marketing, 40(July), 17–28.
Hunt, S. D. (1981). Macromarketing as a multidimensional concept. Journal of Macromarketing, 1(1), 7–8.
Hunt, S. D. (2018). Advancing marketing strategy in the marketing discipline and beyond: From promise, to neglect, to prominence, to fragment (to promise?). Journal of Marketing Management, 34(1–2), 16–51.
Hunt, S. D. (forthcoming). The five stages of the macromarketing field of study: From raison d’etre to field of significant promise. Journal of Macromarketing.
Hunt, S. D., & Goolsby, J. (1988). The rise and fall of the functional approach to marketing: A paradigm displacement perspective. In T. Nevett & R. A. Fullerton (Eds.), Historical perspectives in marketing: Essays in honor of Stanley G. Hollander (pp. 35–52). Lexington: D.C. Heath & Co..
Ivey, P. W. (1923). Principles of marketing. New York: Ronald Press Co..
Kassarjian, H. H., & Robertson, T. S. (1968). Perspectives in consumer behavior. Glenview: Scott Foresman.
Kelley, E. J., & Lazer, W. (1958). Managerial marketing: Perspectives and viewpoints. Homewood: Richard D. Irwin, Inc..
Key, T. M., Clark, T., Ferrell, O. C., Stewart, D. W., Pitt, L. (2020). Marketing’s theoretical and conceptual value proposition: Opportunities to address Marketing’s influence. AMS Review, 11.
Kotler, P. (1967). Marketing management: Analysis, planning, and control. Englewood Cliffs: Prentice-Hall Inc.
Kotler, P., & Levy, S. (1969). Broadening the concept of marketing. Journal of Marketing, 33(July), 55–57.
Krishnan, A. (2009). What are academic disciplines? Southhampton: ESRC National Centre for Research Methods.
Layton, R. A., & Grossbart, S. (2006). Macromarketing: Past, present, and possible future. Journal of Macromarketing, 26(2), 193–213.
Lehmann, D. R., McAlister, L., & Staelin, R. (2011). Sophistication in research in marketing. Journal of Marketing, 75(4), 155–165.
MacInnis, D. J., Morwitz, V. G., Botti, S., Hoffman, D. L., Kozinets, R. V., Lehmann, D. R., Lynch Jr., J. G., & Pechmann, C. (2020). Creating boundary-breaking, marketing-relevant consumer research. Journal of Marketing, 84(2), 1–23.
Maynard, H. W., Weidler, W. C., & Beckman, T. (1927). Principles of marketing. New York: Ronald Press Co..
McCarthy, E. J. (1960). Basic marketing: A managerial approach. Homewood: Richard D. Irwin, Inc..
Mckitterick, J. (1957). What is the marketing management concept? In F. M. Bass (Ed.), The frontiers of marketing thought and science (pp. 71–81). Chicago: American Marketing Association.
Merton, R. K. (1973). Social conflict over styles of sociological work. In R. K. Merton (Ed.), The sociology of science: The theoretical and empirical investigations (pp. 47–69). Chicago: University of Chicago Press.
Moorman, C., van Heerde, H. J., Moreau, C. P., & Palmatier, R. W. (2019). Challenging the boundaries of marketing. Journal of Marketing, 83(5), 1–4.
Moyer, R. (1972). Macro marketing: A social perspective. New York: John Wiley & Sons.
Myers, J. H., & Reynolds, W. H. (1967). Consumer behavior and marketing management. Boston: Houghton Mifflin Company.
Nicosia, F. M. (1966). Consumer decision processes: Marketing and advertising implications. Englewood Cliffs: Prentice-Hall, Inc..
Oxenfeldt, A. R. (1958). The formulation of a market strategy. In E. J. Kelley & W. Lazer (Eds.), Managerial marketing: Perspectives and viewpoints (pp. 264–272). Homewood: Richard D. Irwin, Inc..
Peterson, M. (2013). Sustainable enterprise: A macromarketing approach. Thousand Oaks: Sage Publications, Inc..
Pew, E., & Zamudio, C. (2020). 2020 marketing academia labor market report. New York: Columbia University School of Professional Studies.
Piercy, N. (2002). Research in marketing: Teasing with trivia or risking relevance? European Journal of Marketing, 36(3), 350–363.
Pierson, F. C. (1959). The education of American businessmen. New York: McGraw-Hill.
Reibstein, D., Day, G., & Wind, J. (2009). Guest editorial: Is marketing academia losing its way? Journal of Marketing, 73(4), 1–3.
Shapiro, S. J. (2006). Macromarketing: Origins, development, current status and possible future direction. European Business Review, 18(4), 307–321.
Shaw, A. W. (1912). Some problems in market distribution. Quarterly Journal of Economics, 12(August), 706–765.
Shaw, A. W. (1915). Some problems in market distribution. Cambridge: Harvard University Press.
Shaw, E. H. (2012). Marketing strategy from the origin of the concept to the development of a conceptual framework. Journal of Historical Research in Marketing, 4(1), 30–55.
Shaw, E. H., & Jones, B. D. G. (2005). A history of schools of marketing thought. Marketing Theory, 5(3), 239–281.
Sheth, J. N., & Gardner, D. M. (1982). History of marketing thought: An update. In R. F. Bush & S. D. Hunt (Eds.), Marketing theory: Philosophy of science perspectives (pp. 52–58). Chicago: American Marketing Association.
Sheth, J. N., & Sisodia, R. S. (2006). How to reform marketing. In J. N. Sheth & R. S. Sisodia (Eds.), Does marketing need reform? (pp. 324–333). Armonk: M.E. Sharp.
Sheth, J. N., Gardner, D. M., & Garrett, D. E. (1988). Marketing theory: Evolution and evaluation. New York: John Wiley & Sons.
Simonson, I., Carmon, Z., Dhar, R., Drolet, A., & Nowlis, S. M. (2001). Consumer research: In search of identity. Annual Review of Psychology, 52(1), 249–275.
Steenkamp, J.-B. E. M. (2018). The future of the marketing department at business schools. Journal of the Academy of Marketing Science, 46(2), 169–172.
Thackray, A., & Merton, R. K. (1972). On discipline building: The paradoxes of George Sarton. Isis, 63(Dec), 473–495.
Vaile, R. S., Grether, E. T., & Cox, R. (1952). Marketing in the American economy. New York: The Ronald Press Company.
Varadarajan, R. (2010). Strategic marketing and marketing strategy: Domain, definition, fundamental issues and foundational premises. Journal of the Academy of Marketing Science, 38(2), 119–140.
Webster, F. E., & Lusch, R. F. (2013). Elevating marketing: Marketing is dead! Long live marketing! Journal of the Academy of Marketing Science, 41(4), 389–399.
White, W. L. (1935). The teaching of marketing. The National Marketing Review, 1(1), 1–8.
Wilkie, W. L., & Moore, E. S. (2003). Scholarly research in marketing: Exploring the “4 eras” of thought development. Journal of Public Policy & Marketing, 22(2), 116–146.
Wilkie, W. L., & Moore, E. S. (2006). Macromarketing as a pillar of marketing thought. Journal of Macromarketing, 26(2), 224–232.
Witkowski, T. H. (2010). The marketing discipline comes of age, 1934-1936. Journal of Historical Research in Marketing, 2(4), 370–396.
Yadav, M. S. (2020). Reimagining marketing doctoral programs. AMS Review, 10(1–2), 56–64.
Zaltman, G. (1965). Marketing: Contributions from the behavioral sciences. New York: Harcourt, Brace & World.
The author thanks Professors Roy Howell, Sreedhar Madhavaram, and Atul Parvatiyar for their comments on a draft of this article.
Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
About this article
Cite this article
Hunt, S.D. For re-institutionalizing the marketing discipline in Era V. AMS Rev 10, 189–198 (2020). https://doi.org/10.1007/s13162-020-00183-8
- Marketing discipline
- History of marketing
- marketing’s re-institutionalization
- marketing’s de-institutionalization