Marketing and the Theory of Monopolistic Competition

Hawkins, E. R.

doi:10.1177/002224294000400405

Cited by 2 publications

(1 citation statement)

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“…Motivated by the passage of fair trade legislation, for example, Alderson (1937) authored "A Marketing View of Competition," which contained clear reference to two concepts that were described in his future work (Alderson 1957(Alderson , 1965, namely, organized behavior systems and heterogeneous supply and demand. The notion of product differentiation, its role in pricing and advertising, and its theoretical and practical framework for marketing thought were often addressed (e.g., Canoyer 1942;Hawkins 1940;Knight 1939). Borden (1942b) outlined the principal findings from his seminal study on the economic effects of advertising that appeared concurrently in his landmark book, The Economic Effects of Advertising (1942a).…”

Section: Marketing As Applied Economics: 1936-1945mentioning

confidence: 99%

In Pursuit of an Ideal: The Editorial and Literary History of the Journal of Marketing

Kerin

1996

Journal of Marketing

121

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The occasion of the diamond jubilee for the Journal of Marketing affords an opportunity to chronicle its editorial and literary history in pursuit of an ideal, namely, the advancement of science and practice in marketing. This ideal has been expressed in different ways, variously manifested in over 3000 published articles during the past 60 years, and most recently embodied in the Journal of Marketing's transformation into a scholarly-professional journal. The narration and explanation of this transformation is the subject of the author's commemorative essay.

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