| Sign In to gain access to subscriptions and/or personal tools. |
Breakfast in Detroit: Economics, Marketing, and Consumer Theory, 1930 to 1950University of Salford, rs.mason{at}business.salford.ac.uk Consumer theory struggled to establish itself in the early years of the twentieth century but made little contribution to marketing thought at that time. An uneasy relationship that had developed between marketing practitioners, marketing economists (that is, marketing academics who were economists by training and who drew primarily on the economics literature in their work), and mainstream economic theorists with respect to utility, value, consumer preference formation, and consumption. A growing lack of communication between the three groups was, at first, treated with indifference, but by the 1930s, had become too great to ignore. This article identifies the causes of tension that had developed over the years and looks at the attempts made by consumer economists to repair the damage and to achieve some reconciliation of ideas. In particular it describes events in the late 1930s and early 1940s, when concern over the relevance and direction of consumer theory reached a peak.
Journal of Macromarketing, Vol. 18, No. 2,
145-152 (1998) This article has been cited by other articles:
|
|||||||||||||||
 |
|
|
 |
|
Sign In to gain access to subscriptions and/or personal tools.
