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Ralph Frederick Breyer: Contemporary Theory and Method in a Distant Past? A Review Essay of Ralph Breyer's Commodity Marketing (1931) and its Relation to his Book The Marketing Institution (1934)

A review of two key texts by Ralph Breyer in the 1930s reveals a view of the structure and functioning of the marketing system that resonates well with modern theories of business ecology and complexity. This review raises a number of issues regarding the nature of marketing systems, how marketing should be taught, and the nature of the strategic problems confronting managers operating in complex adaptive systems. The more holistic perspective on marketing taken by Breyer and others of his time have messages for modern marketing scholars that stand the test of time.

Key Words: Ralph Breyer • marketing systems • commodity • value chain • business ecology

Journal of Macromarketing, Vol. 23, No. 1, 42-49 (2003)
DOI: 10.1177/0276146703023001009


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