caa a22 4500 467979863 CHVBK 20180323112516.0 cr unu---uuuuu 170328e19900901xx s 000 0 eng 10.1007/BF02723918 doi (NATIONALLICENCE)springer-10.1007/BF02723918 Stern Barbara Rutgers, The State University of New Jersey, New Jersey, USA aut Literary criticism and the history of marketing thought: A new perspective on "reading” marketing theory [Elektronische Daten] [Barbara Stern] This paper proposes the addition of concepts drawn from literary criticism to philosophical and historical ones in order to provide insights into "reading” marketing theory. The paper sets forth three modes of literary criticism applicable to the analysis of marketing theory—psychobiographical, editorial, and structural. It offers as an illustrative example a reading of the history of Ernest Dichter's motivation research movement using these methods. The addition of literary analysis demonstrates how textual clues can enrich the historian's study of the rise and fall of marketing phenomena over time. Academy of Marketing Science, 1990 Journal of the Academy of Marketing Science Springer-Verlag 18/4(1990-09-01), 329-336 0092-0703 18:4<329 1990 18 11747 https://doi.org/10.1007/BF02723918 text/html Onlinezugriff via DOI 1 research-article jats NATIONALLICENCE 856 40 https://doi.org/10.1007/BF02723918 text/html Onlinezugriff via DOI NATIONALLICENCE 100 1- Stern Barbara Rutgers, The State University of New Jersey, New Jersey, USA aut NATIONALLICENCE 773 0- Journal of the Academy of Marketing Science Springer-Verlag 18/4(1990-09-01), 329-336 0092-0703 18:4<329 1990 18 11747 Metadata rights reserved Springer special CC-BY-NC licence nationallicence BK010053 XK010053 XK010000 NATIONALLICENCE NATIONALLICENCE NL-springer