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Marketingwissenschaft als dynamische Disziplin – Entwicklungstendenzen und Zukunftsperspektiven

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  • Bruhn,

Abstract

The article explains the different stages of development of the marketing discipline. By pointing out the key milestones, the guiding principles that shaped the discipline are portrayed. As a result it is visible that a differentiation of marketing has taken place into its functional, reference groups, institutional and instrumental aspects. Finally, recommendations given, showing with regard to content, theoretical, methodological and empirical perspective of marketing science.

Suggested Citation

  • Bruhn,, 2016. "Marketingwissenschaft als dynamische Disziplin – Entwicklungstendenzen und Zukunftsperspektiven," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 70(4), pages 344-364.
    • Handle: RePEc:nms:untern:10.5771/0042-059x-2016-4-344
    DOI: 10.5771/0042-059X-2016-4-344
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    References listed on IDEAS

    as
    1. Pengzhong Li (ed.), 2011. "Supply Chain Management," Books, IntechOpen, number 957.
    2. Burmann, Christoph & Piehler, Rico, 2013. "Employer Branding vs. Internal Branding – Ein Vorschlag zur Integration im Rahmen der identitätsbasierten Markenführung," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 67(3), pages 223-245.
    3. Sheth, Jagdish N. & Parvatiyar, Atul, 1995. "The evolution of relationship marketing," International Business Review, Elsevier, vol. 4(4), pages 397-418.
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