マーケティング研究 : 回顧と展望

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By pressing into service the author's past publications--books which represent the fruits of his long years of academic research--as the basic spadework, this paper aims at providing an elucidative answer to the question: "Strictly speaking, what kind of an academic discipline is marketing?" In short, the paper's initial task is to trace the development of marketing thought and review the author's own inquiry into the subject. This is done by utilizing the gists of the author's several books as "clues" and/or "leads." The below-listed six books by the author serve as the research material: 1. Marketing Research, DIAMOND, Inc. 1963. 2. Marketing Behavior Systems, Chuo Keizaisha, 1972. 3. Theory of Buyer Behavior, Chikura Shobo, 1981. 4. Modern Marketing Theory, Chuo Keizaisha, 1987. 5. Theory of Marketing Evolution, Chuo Keizaisha, 1992. 6. Marketing: Executive and Buyer Behavior, by J.A. Howard, Columbia U. Press, 1963 (translated by Hajime Miura as New Marketing Theory, DIAMOND, Inc., 1967) Up to this point, however, the paper focuses on the essential points set forth in each of the aforementioned publications, and has not yet necessarily made clear the contextual thread connecting them. The paper thus launches into its second task: that of clarifying the basic line of thought linking all six works by surveying the following themes and/or concepts: 1. "The Prospect of Marketing Research," 2. "Outlook on the Marketing Concept," and 3. "Perspectives on the Realm of Marketing Discipline." Finally, in view of the fact that the retail industry has acquired a significantly visible importance in recent studies on marketing systems--in contrast to the conventional modes of marketing that have been developed by fastening attention primarily on the manufacturing industry--a fourth, entitled "The Outlook on Modern Retail Marketing," has been added.
日本大学の論文
1995-05-31

マーケティング研究 : 回顧と展望

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