ABSTRACT
Most students will probably ask themselves: Why should I study the history of marketing thought? The immediate response is that before you can even begin to critique a discipline, you must fi rst understand it. Secondly, there is a famous saying, often written in a variety of ways, but generally attributed to George Santayana, a famous philosopher, that those who do not know their history are likely to make similar mistakes to those of their intellectual predecessors. In this case, reinventing concepts, making errors of attribution and so on (see Hollander, 1995 , pp. 98 –99).
