From price theory to marketing management: Danish contributions 1930-60

TY - JOUR

T1 - From price theory to marketing management

T2 - Danish contributions 1930-60

AU - Madsen, Erik Kloppenborg

AU - Pedersen, Kurt

PY - 2013/5

Y1 - 2013/5

N2 - Purpose – The purpose of this article is to show how a particular marketing paradigm developed in Denmark from the 1920s through the 1960s. It peaked in the mid-1950s and faded out with one major publication in the early 1970s. The article provides a relatively detailed study of the initial phases of the school and its key ideas.Design/methodology/approach – The study is based on primary sources, i.e. the writings of the scholars who shaped and developed the school. A significant part of the sources are available in Danish only.Findings – While American marketing theory developed from the German Historical School, an essential precondition for the Copenhagen approach was the second wave of microeconomic theory of the 1930s. The article argues that it was a marketing management school, and that it offered early contributions to the development of marketing theory.Originality/value – Relatively little has been written about Danish and Scandinavian history of marketing thought. We believe that a rather detailed review of the Copenhagen School of Marketing may be of some interest to marketing historians around the world.

AB - Purpose – The purpose of this article is to show how a particular marketing paradigm developed in Denmark from the 1920s through the 1960s. It peaked in the mid-1950s and faded out with one major publication in the early 1970s. The article provides a relatively detailed study of the initial phases of the school and its key ideas.Design/methodology/approach – The study is based on primary sources, i.e. the writings of the scholars who shaped and developed the school. A significant part of the sources are available in Danish only.Findings – While American marketing theory developed from the German Historical School, an essential precondition for the Copenhagen approach was the second wave of microeconomic theory of the 1930s. The article argues that it was a marketing management school, and that it offered early contributions to the development of marketing theory.Originality/value – Relatively little has been written about Danish and Scandinavian history of marketing thought. We believe that a rather detailed review of the Copenhagen School of Marketing may be of some interest to marketing historians around the world.

KW - Microeconomics

KW - Marketing Management

KW - Multi-Parameter Theory

KW - Denmark

KW - Copenhagen School of Marketing

U2 - 10.1108/17557501311316815

DO - 10.1108/17557501311316815

M3 - Journal article

SN - 1755-750X

VL - 5

SP - 172

EP - 191

JO - Journal of Historical Research in Marketing

JF - Journal of Historical Research in Marketing

IS - 2

ER -