... history of marketing, potentially changing the way in which we understand the development of consumer society. © Emerald Group Publishing Limited 2012 History of marketing thought Four eras of marketing Production era Segmentation Market segmentation Book trade Publishing United Kingdom...

...Ben Wooliscroft; Ronald A. Fullerton Purpose Using the German book trade as a case example, the aim of the paper is to show how the evolution of segmentation began with increasingly sophisticated marketing practice long before formal thought was developed to explain matters. Design/methodology...

... marketing strategy. These seminal concepts include: Borden's (1957, 1964) expression of the “marketing mix,” Smith's (1956) development of “product differentiation” and “market segmentation” as alternative marketing strategies, Dean's (1951) conception of “skimming” and “penetration” as alternative...