Giving voice to marketing's intellectual heritage: Dixon's view of marketing as value creation
Journal of Historical Research in Marketing
ISSN: 1755-750X
Article publication date: 1 February 2011
Abstract
Purpose
The purpose of this paper is to demonstrate Donald F. Dixon's contribution to scholarship in clarifying two parallel streams of thought on marketing's role in value creation: value in use and value in exchange.
Design/methodology/approach
The paper presents a literary analysis of some of Dixon's work that is often overlooked, and a discussion of its relevance to the services, channels and marketing strategy literature.
Findings
Dixon's distinction between the two streams of thought (“value in use” and “value in exchange”) clarifies an important aspect of marketing's intellectual heritage that has eluded the literature on services marketing, channels and marketing strategy. The consequences of this oversight are considerable.
Originality/value
The paper focuses on an aspect of Dixon's work that is underappreciated and not widely understood.
Keywords
Citation
Pirog, S.F. and Smith, M.F. (2011), "Giving voice to marketing's intellectual heritage: Dixon's view of marketing as value creation", Journal of Historical Research in Marketing, Vol. 3 No. 1, pp. 67-75. https://doi.org/10.1108/17557501111102427
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited