Abstract
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-?).
Original language | English |
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Pages (from-to) | 189-198 |
Number of pages | 10 |
Journal | AMS Review |
Volume | 10 |
Issue number | 3-4 |
DOIs | |
State | Published - Dec 2020 |
Keywords
- History of marketing
- Institutionalization
- Marketing discipline
- marketing’s de-institutionalization
- marketing’s re-institutionalization