The Myth of the Marketing Revolution

Introduction
Robert Keith Sold the idea of Marketing Revolution in 1960
Production Oriented Era Sales Oriented Era Marketing Oriented Era Marketing Control Oriented Era

Hollander (1986) and Fullerton(1988) opposed the idea. D.G. Brian Jones & Alan J. Richardson followed the approach of Content Analysis to further substantiate the ideas of Hollander & Fullerton Content Analysis
is a methodology in the social sciences for studying the content of communication. Earl Babbie defines it as "the study of recorded human communications, such as books, websites, paintings and laws. According to Dr. Farooq Joubish, content analysis is considered a scholarly methodology in the humanities by which texts are studied as to authorship, authenticity, or meaning. This latter subject include philology, hermeneutics, and semiotics (Source: Internet)

The dissertation focuses on both qualitative as well as quantitative analysis to support its claim.

Methodology
Sourcing Material & Sampling Source material
Canadas Business Trade magazine, the Canadian Dry Goods Review(CDGR)

Sampling
Monthly issues for the year 1891,1895,1899 are used for content for the journal 82 institutional articles were screened out for the purpose The mentioned year (1890) is selected to negate the claims of keith by proving the existence of marketing and sales era ideas in 1890. The mentioned period (1890-1899) is selected to negate the effect of Depression in the Canadian Economy