The article discusses marketing developments in the Netherlands. The author describes the evolution of marketing in the country from the traditional institutions such as wholesaling, retailing, and auctions, etc. to the nonprofit sectors. Marketing in the country has been described in three phases: pioneering phase, expansion, and stabilization. With this in mind, the author gives an overview of the marketing literature that has surface from this evolution. He mentions the types of publications and academic institutions that have contributed to the literature. Furthermore, he looks at the different subjects in marketing that the literature has researched.

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ERIM Top-Core Articles
Journal of Marketing
Erasmus Research Institute of Management

Wierenga, B. (1981). The development of marketing in the Netherlands. Journal of Marketing, 45(4), 150–154. Retrieved from