Marketingwissenschaft als dynamische Disziplin – Entwicklungstendenzen und Zukunftsperspektiven

Bruhn,

Die Unternehmung - Swiss Journal of Business Research and Practice, 2016, vol. 70, issue 4, 344-364

Abstract: The article explains the different stages of development of the marketing discipline. By pointing out the key milestones, the guiding principles that shaped the discipline are portrayed. As a result it is visible that a differentiation of marketing has taken place into its functional, reference groups, institutional and instrumental aspects. Finally, recommendations given, showing with regard to content, theoretical, methodological and empirical perspective of marketing science.

Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.nomos-elibrary.de/10.5771/0042-059X-2016-4-344 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:nms:untern:10.5771/0042-059x-2016-4-344

Ordering information: This journal article can be ordered from
Nomos Verlagsgesellschaft mbH & Co. KG, Waldseestraße 3-5, 76530 Baden-Baden, Germany
https://www.nomos-sh ... w.aspx?product=13597

DOI: 10.5771/0042-059X-2016-4-344

Access Statistics for this article

Die Unternehmung - Swiss Journal of Business Research and Practice is currently edited by Prof. Dr. Artur Baldauf, Universität Bern, Prof. Dr. Manfred Bruhn, Universität Basel, Prof. Dr. Pascal Gantenbein, Universität Basel (geschäftsführend), Prof. Dr. Markus Gmür, Universität Fribourg, Prof. Dr. Klaus Möller, Universität St. Gallen, Prof. Dr. Günter Müller-Stewens, Universität St. Gallen, Prof. Dr. Dr. h.c. Margit Osterloh, Universität Zürich, Prof. Dr. Dieter Pfaff, Universität Zürich and Prof. Dr. Martin Wallmeier, Universität Fribourg

More articles in Die Unternehmung - Swiss Journal of Business Research and Practice from Nomos Verlagsgesellschaft mbH & Co. KG
Bibliographic data for series maintained by Nomos Verlagsgesellschaft mbH & Co. KG ().