{"id":"https://openalex.org/W2163758201","doi":"https://doi.org/10.1177/0276146706296708","title":"The Myth of the Marketing Revolution","display_name":"The Myth of the Marketing Revolution","publication_year":2007,"publication_date":"2007-02-26","ids":{"openalex":"https://openalex.org/W2163758201","doi":"https://doi.org/10.1177/0276146706296708","mag":"2163758201"},"language":"en","primary_location":{"id":"doi:10.1177/0276146706296708","doi":"https://doi.org/10.1177/0276146706296708","is_oa":false,"landing_page_url":"https://doi.org/10.1177/0276146706296708","pdf_url":null,"source":{"id":"https://openalex.org/S35298862","display_name":"Journal of Macromarketing","issn_l":"0276-1467","issn":["0276-1467","1552-6534"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a","anvur-class-a","anvur-scientific","cwts-core","fnege-3","jufo-1","norway-1","poland-70","russia-white-list-1"],"host_organization":"https://openalex.org/P4310320017","host_organization_name":"SAGE Publishing","host_organization_lineage":["https://openalex.org/P4310320017"],"host_organization_lineage_names":["SAGE Publishing"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Macromarketing","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5063925472","display_name":"D.G. Brian Jones","orcid":"https://orcid.org/0000-0002-3084-8972","observed_orcids":["https://orcid.org/0000-0002-3084-8972"]},"institutions":[{"id":"https://openalex.org/I43267033","display_name":"Quinnipiac University","ror":"https://ror.org/00mpz5a50","country_code":"US","type":"education","lineage":["https://openalex.org/I43267033"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"D. G. Brian Jones","raw_affiliation_strings":["School of Business, Quinnipiac University"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"School of Business, Quinnipiac University","institution_ids":["https://openalex.org/I43267033"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5025027793","display_name":"Alan J. Richardson","orcid":"https://orcid.org/0000-0002-7500-3885","observed_orcids":["https://orcid.org/0000-0002-7500-3885"]},"institutions":[{"id":"https://openalex.org/I125749732","display_name":"Western University","ror":"https://ror.org/02grkyz14","country_code":"CA","type":"education","lineage":["https://openalex.org/I125749732"]},{"id":"https://openalex.org/I192455969","display_name":"York University","ror":"https://ror.org/05fq50484","country_code":"CA","type":"education","lineage":["https://openalex.org/I192455969"]}],"countries":["CA"],"is_corresponding":false,"raw_author_name":"Alan J. Richardson","raw_affiliation_strings":["Schulich School of Business"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Schulich School of Business","institution_ids":["https://openalex.org/I125749732","https://openalex.org/I192455969"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":3,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":{"value":3900,"currency":"USD","value_usd":3900},"apc_paid":null,"fwci":21.2517,"has_fulltext":false,"cited_by_count":72,"citation_normalized_percentile":{"value":0.98931082,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":90,"max":98},"biblio":{"volume":"27","issue":"1","first_page":"15","last_page":"24"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13025","display_name":"American History and Culture","score":0.5404999852180481,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13025","display_name":"American History and Culture","score":0.5404999852180481,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13235","display_name":"Management Theory and Practice","score":0.21410000324249268,"subfield":{"id":"https://openalex.org/subfields/1407","display_name":"Organizational Behavior and Human Resource Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.17090000212192535,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/marketing-revolution","display_name":"marketing revolution","score":0.9559999704360962},{"id":"https://openalex.org/keywords/marketing-history","display_name":"history of marketing","score":0.6309999823570251},{"id":"https://openalex.org/keywords/sales-orientation","display_name":"sales orientation","score":0.9340000152587891},{"id":"https://openalex.org/keywords/market-orientation","display_name":"market orientation","score":0.9739999771118164},{"id":"https://openalex.org/keywords/marketing-textbooks","display_name":"marketing textbooks","score":0.6629999876022339},{"id":"https://openalex.org/keywords/marketing-theory","display_name":"marketing theory","score":0.45100000500679016},{"id":"https://openalex.org/keywords/1890","display_name":"1890s","score":0.8199999928474426}],"concepts":[{"id":"https://openalex.org/C519517224","wikidata":"https://www.wikidata.org/wiki/Q12827256","display_name":"Mythology","level":2,"score":0.7480942606925964},{"id":"https://openalex.org/C2776349024","wikidata":"https://www.wikidata.org/wiki/Q11766564","display_name":"Macromarketing","level":2,"score":0.6848986744880676},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5277488827705383},{"id":"https://openalex.org/C2781291010","wikidata":"https://www.wikidata.org/wiki/Q178580","display_name":"Period (music)","level":2,"score":0.49502867460250854},{"id":"https://openalex.org/C98716237","wikidata":"https://www.wikidata.org/wiki/Q193959","display_name":"Marketing mix","level":2,"score":0.4411526322364807},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.33918696641921997},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.28662553429603577},{"id":"https://openalex.org/C95457728","wikidata":"https://www.wikidata.org/wiki/Q309","display_name":"History","level":0,"score":0.1807049810886383},{"id":"https://openalex.org/C142362112","wikidata":"https://www.wikidata.org/wiki/Q735","display_name":"Art","level":0,"score":0.10606783628463745},{"id":"https://openalex.org/C107038049","wikidata":"https://www.wikidata.org/wiki/Q35986","display_name":"Aesthetics","level":1,"score":0.07045257091522217},{"id":"https://openalex.org/C74916050","wikidata":"https://www.wikidata.org/wiki/Q841090","display_name":"Classics","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1177/0276146706296708","doi":"https://doi.org/10.1177/0276146706296708","is_oa":false,"landing_page_url":"https://doi.org/10.1177/0276146706296708","pdf_url":null,"source":{"id":"https://openalex.org/S35298862","display_name":"Journal of Macromarketing","issn_l":"0276-1467","issn":["0276-1467","1552-6534"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a","anvur-class-a","anvur-scientific","cwts-core","fnege-3","jufo-1","norway-1","poland-70","russia-white-list-1"],"host_organization":"https://openalex.org/P4310320017","host_organization_name":"SAGE Publishing","host_organization_lineage":["https://openalex.org/P4310320017"],"host_organization_lineage_names":["SAGE Publishing"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Macromarketing","raw_type":"journal-article"}],"best_oa_location":null,"sustainable_development_goals":[],"sustainable_development_goals_aurora":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":23,"referenced_works":["https://openalex.org/W31495452","https://openalex.org/W381410656","https://openalex.org/W391657090","https://openalex.org/W561090524","https://openalex.org/W621507035","https://openalex.org/W1581027015","https://openalex.org/W2004255104","https://openalex.org/W2016364797","https://openalex.org/W2018944729","https://openalex.org/W2057325840","https://openalex.org/W2067083146","https://openalex.org/W2088739510","https://openalex.org/W2103821637","https://openalex.org/W2106976816","https://openalex.org/W2149123939","https://openalex.org/W2313512953","https://openalex.org/W2318042838","https://openalex.org/W2330059449","https://openalex.org/W2395824862","https://openalex.org/W2751998548","https://openalex.org/W2752507065","https://openalex.org/W2753826595","https://openalex.org/W2795674176"],"related_works":["https://openalex.org/W7100800668","https://openalex.org/W1495586624","https://openalex.org/W2057325840","https://openalex.org/W4240416531","https://openalex.org/W1558412581","https://openalex.org/W2108796653","https://openalex.org/W2391503966","https://openalex.org/W2168371322","https://openalex.org/W7114333345","https://openalex.org/W2913526464"],"abstract_inverted_index":{"This":[0],"study":[1],"used":[2],"content":[3],"analysis":[4],"of":[5,17,46],"source":[6],"material":[7],"from":[8],"the":[9,13,52,56],"1890s":[10],"to":[11],"examine":[12],"enduring":[14],"historical":[15],"theory":[16],"a":[18],"marketing":[19,33,49,65],"revolution":[20],"first":[21],"proposed":[22],"in":[23,31],"1960":[24],"by":[25],"Robert":[26],"Keith":[27],"and":[28,48],"still":[29],"popular":[30],"introductory":[32],"textbooks":[34],"today.":[35],"The":[36],"results":[37],"are":[38],"consistent":[39],"with":[40],"earlier":[41],"studies.":[42],"Strong":[43],"evidence":[44],"exists":[45],"sales":[47],"orientations":[50],"during":[51],"period":[53],"known":[54],"as":[55],"production":[57],"era.":[58],"We":[59],"conclude":[60],"that":[61],"there":[62],"was":[63],"no":[64],"revolution.":[66]},"counts_by_year":[{"year":2026,"cited_by_count":1},{"year":2025,"cited_by_count":1},{"year":2023,"cited_by_count":3},{"year":2022,"cited_by_count":3},{"year":2021,"cited_by_count":5},{"year":2020,"cited_by_count":4},{"year":2019,"cited_by_count":2},{"year":2018,"cited_by_count":3},{"year":2017,"cited_by_count":5},{"year":2016,"cited_by_count":3},{"year":2015,"cited_by_count":5},{"year":2014,"cited_by_count":4},{"year":2013,"cited_by_count":5},{"year":2012,"cited_by_count":2}],"updated_date":"2026-10-14T16:39:01.820549","created_date":"2016-06-24T00:00:00"}
