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Marketing Discourse
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Table of Contents

Introduction 1. Previous Research and Analytical Framework 2. Method 3. The Chronology of Marketing Discourse 4. Early Marketing Thought (c. 1900-1960) 5. Marketing Management (c. 1950-1985) 6. Service Management 7. Discussion: Customer Orientation, 'Depth' and Self-Regulation

About the Author

Per Skalen is Associate Professor of Business Administration at the Service Research Centre and Department of Business and Administration, Karlstad University, Sweden. Martin Fougere is Assistant Professor in the Department of Management and Organization at the Swedish School of Economics and Business Administration, Helsinki. Markus Fellesson is a Senior Lecturer in Marketing and Organization Studies at the Service Research Centre, Karlstad University, Sweden.

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