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A Perspective On The Evolution Of Marketing Management

F. Webster
Published 2005 · Business

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Frederick E. Webster Jr. is Charles Henry Jones Professor of Management, Emeritus, Tuck School of Business, Dartmouth College (email: Frederick.Webster@Dartmouth.edu). As a field of study, marketing has not always been viewed from a management perspective. At different phases in its evolution, marketing thought leaders have variously emphasized commodities, institutions, functions, markets, consumers, management of firms, and society at large. Wilkie and Moore (2003) identify four eras of marketing thought development:
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