Marketing historians like Eric Shaw and Barton A. Weitz point to the publication of Wroe Alderson’s book, Marketing Behavior and Executive Action (1957), as a break-point in the history of marketing thought, moving from the macro functions-institutions-commodities approach to a micromarketing management paradigm. After Alderson, marketing began to incorporate other fields of knowledge besides economics, notably behavioral science, becoming a multidisciplinary field. For some scholars, Alderson’s book marks the beginning of the Marketing Management Era.
Unlike economists, marketers have difficulty in organizing the different theories in their discipline into schools-of-thought.[clarification needed] However, some marketing historians like Jagdish Sheth have tried to identify the main concepts behind the work of scholars in the field, grouping their ideas into “marketing schools” such as the following:
* the Managerial school emerged during the late 1950s and became arguably the predominant and most influential school of thought in the field
* the Consumer/buyer behavior school, which dominated the academic field in the second half of the twentieth century (apart from the Manageerial school), features theories emerging from behavioral science
* the Social exchange school, which focuses on exchange as the fundamental concept of marketig
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