Description

This book analyses the influence of the German Historical School on institutional economists who pioneered the study of marketing in America and Britain during the late 19^th and early 20^th centuries. Drawing from extensive archival materials, it documents the early intellectual genealogy of marketing science and traces how early American and British economists borrowed from German scholars to study and teach marketing.

Challenging traditional assumptions, this book provides an authoritative new narrative of the origins of marketing thought and will be of great interest to educators, scholars and advanced students with an interest in marketing theory and history.

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