DEVELOPMENT AND ACHIEVEMENTS OF MARKETING SCIENCE WITHIN THE PERIOD 1920-1930
Author: Associated Professor Hristo Katrandjiev, PhD (University of National and World Economy Department „Marketing and Strategic Planning”)
The paper investigates the evolution of marketing science within the period 1920-1930. It is a continuation of author's previous research projects devoted on the genesis of marketing as a scientific discipline (1900-1910) as well as the scientific development of marketing within the period 111 Резюмета 1910-1920. The research goal of the present study is to perform an analysis of development of marketing theory within the period 1920-1930 and to outline the major tendencies and inherent contributions of this period. Object of research are scientific publications within the period 1920-1930. Subject of research is the evolution of marketing thinking within the period 1920-1930. The research method applied in this study is content analysis of scientific publications in the field of marketing. The author defends the thesis that the development of marketing science within the period 1920-1930 goes in three major lines. The first development line is connected with the consolidation of marketing concepts and ideas that emerged in the first two decades of XX century. The most important consolidation concerns the three major marketing schools (approaches) – functional, institutional, and commodity ones. The second line of development of marketing science within the period 1920-1930 concerns a major flow of scientific thought that contains marketing scholars' striving to derive general marketing principles. The author states that the first and the second line of development of marketing science form the so called “official” direction of marketing evolution within the period 1920-1930. This direction of development has been established turned into a common knowledge in the 1920s and which is more important – it influences he development of marketing science in the next decades. The third line of marketing evolution in the 1920s encompasses a relatively small number of authors and publications that present to the audience unusual for their time ideas. These ideas (such as the need of marketing ethics, the principles of marketing planning, the criticism of marketing costs, the essence of inner marketing, etc.) do not receive a broad acceptance in the 1920s but some of them “come back” several decades later and give a considerable boost to the development of marketing science.