A Review of the Four Prominent Marketing Schools of Thought
Robert F. Wright, Organon, Inc.
Throughout the evolution of marketing as a discipline, there have evolved many different schools of thought. Sheth et al. (1988) tried to label, categorise and score these schools of thought in an effort to improve the understanding of marketings evolution. They identified 12 different schools and four different categories. Some of these appear to be very straightforward, while the validity of others is questionable. In times gone by, one could easily start a debate in the marketing community by taking...