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The Myth of the Marketing Revolution

School of Business, Quinnipiac University

Alan J. Richardson

Schulich School of Business

This study used content analysis of source material from the 1890s to examine the enduring historical theory of a marketing revolution first proposed in 1960 by Robert Keith and still popular in introductory marketing textbooks today. The results are consistent with earlier studies. Strong evidence exists of sales and marketing orientations during the period known as the production era. We conclude that there was no marketing revolution.

Key Words: history of marketing thought • four eras of marketing • production era

Journal of Macromarketing, Vol. 27, No. 1, 15-24 (2007)
DOI: 10.1177/0276146706296708


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