The objective is to re‐visit and up‐date a seminal framework of marketing schools.
The authors provide a conceptual description and positioning of old, modern and recent marketing schools.
Recent developments in marketing – such as services marketing, industrial marketing and relationship marketing – do not fit into the seminal framework of marketing schools.
The authors have limited the discussion to the human practice of marketing and the academic discipline of marketing. In addition, the authors' focus is on marketing as part of business.
The up‐dated framework of marketing schools may assist practitioners to understand the current status of marketing by connecting to the past, and the future by revealing unexplored areas of the marketing discipline.
The up‐dated framework of marketing schools builds on and extends the seminal framework in question to incorporate the recent developments in marketing. In extension, it reveals a white spot in the research of the marketing discipline – a field of further research that may focus on a combination of economic and relational dimensions of marketing.
