Tipping point: the teaching of the Wharton marketing theory seminar 50 years ago

Abstract

Purpose

The purpose of this paper is to comment on the meaning and significance of the article by Don Dixon on the change in teaching of marketing theory at Wharton in 1955‐1957.

Design/methodology/approach

The paper presents a personal reflection and consideration of the history of marketing research since 1957.

Findings

Dixon has throughout his career championed a broad systems framework for understanding marketing. His comments show the beginning of a major shift in marketing theory towards a narrow one sided marketing management focus that limited research and neglected areas that ended up being taken up by other disciplines such as strategic purchasing, supply chains and networks.

Originality/value

Highlights a tipping point in the development of marketing theory that restricted the development of marketing theory.

Citation

Wilkinson, I.F. (2011), "Tipping point: the teaching of the Wharton marketing theory seminar 50 years ago", Journal of Historical Research in Marketing, Vol. 3 No. 1, pp. 29-32. https://doi.org/10.1108/17557501111102391