The Evolution of Marketing Theory in the United States and Europe

Abstract

The focus is an examination of the evolution of marketing theory and the role the study of marketing theory plays in the marketing education process. In addition, the question whether the status of marketing theory differs among American marketing academicians and their European colleagues is examined.

Citation

Howard, D.G., Savins, D.M., Howell, W. and Ryans, J.K. (1991), "The Evolution of Marketing Theory in the United States and Europe", European Journal of Marketing, Vol. 25 No. 2, pp. 7-16. https://doi.org/10.1108/03090569110145150