Purpose – The purpose of this article is to show how a particular marketing paradigm developed in Denmark from the 1920s through the 1960s. It peaked in the mid-1950s and faded out with one major publication in the early 1970s. The article provides a relatively detailed study of the initial phases of the school and its key ideas. Design/methodology/approach – The study is based on primary sources, i.e. the writings of the scholars who shaped and developed the school. A significant part of the sources are available in Danish only. Findings – While American marketing theory developed from the German Historical School, an essential precondition for the Copenhagen approach was the second wave of microeconomic theory of the 1930s. The article argues that it was a marketing management school, and that it offered early contributions to the development of marketing theory. Originality/value – Relatively little has been written about Danish and Scandinavian history of marketing thought. We believe that a rather detailed review of the Copenhagen School of Marketing may be of some interest to marketing historians around the world.
Journal of Historical Research in Marketing, 2013, Vol 5, Issue 2, p. 172-191
Microeconomics; Marketing Management; Multi-Parameter Theory; Denmark; Copenhagen School of Marketing