A review of empirical studies of aggregate marketing costs and productivity in the United States

Article Abstract:

This article reviews empirical studies of aggregate marketing cost and aggregate marketing productivity in the United States. A methodological comparison is made of five cost studies for 1929 and seven productivity studies covering a period from 1869 to 1968. The cost studies do not clarify - one way or the other - if marketing costs too much or too little. The productivity studies, on the other hand, despite a variety of methodologies, reveal a rising secular trend over the past century. Thus, it may be concluded that irrespective of changes in cost, marketing is becoming more productive. (Reprinted by permission of the publisher.)

Research, Analysis, Finance, Industrial productivity

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Historical research in marketing: retrospect and prospect

Article Abstract:

The history of historical research in marketing is reviewed as background to an examination of the state of the art. We focus on the major current contributors to historical research in marketing, their recent works, and opinions about future prospects for this field. (Reprinted by permission of the publisher.)

Methods

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Pre-Aldersonian antecedents to macromarketing: insights from the textual literature

Article Abstract:

The article examines the major antecedents to the systemic perspective of macromarketing from the 1920s to the period before Alderson's work. Major developments are presented and evaluated in an approach advocated by Kuhn. The paper draws on the textual literature. (Reprinted by permission of the publisher.)

Criticism and interpretation, Alderson, Wroe, Kuhn, T.S.

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