ABSTRACT
Although any attempt to describe a clear chronology in the development of a particular subject is itself a debatable question, it is difficult not to conclude that the early to mid-1960s in the United States proved to be a key period in the development of marketing theory and practice. Up to this period, marketing texts had mainly consisted of a considerable amount of largely descriptive material relating to the detail of individual market structures, with particular reference to agricultural products and also to a lesser extent the mid-West of the United States. There was to follow a much greater emphasis on analytical approaches and the issue of managerial relevance.
