Academic Scholarship

Giving voice to marketing's intellectual heritage: Dixon's view of marketing as value creation

Journal of Historical Research in Marketing, 3(1), 67 - 75, January 2011

Journal of Historical Research in Marketing Stephen F. Pirog III, Ph.D.
Department of Marketing
Michael F. Smith

The article demonstrates Donald F. Dixon's contribution to marketing scholarship in clarifying two parallel streams of thought on marketing's role in value creation: value in use and value in exchange. The article presents a literary analysis of some of Dixon's work that is often overlooked, and a discussion of its relevance to the services, channels and marketing strategy literature. Dixon's distinction between the two streams of thought (“value in use” and “value in exchange”) clarifies an important aspect of marketing's intellectual heritage that has eluded the literature on services marketing, channels and marketing strategy. The consequences of this oversight are considerable. 

Journal of Historical Research in Marketing»


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