In the early parts of the 20th century, the United States was in the later part of the Second Industrial Revolution. This massive change brought forth new energy sources (electricity), new transportation (roads and railroads), new communication (radio, telephone, and television), and mass production (Henry Ford’s automobile assembly) (Engleman, n.d.). These breakthrough technologies launced the progression of America from rural to urban, increased household wealth, and connection of businesses and people at unprecedented levels.
Robert Bartels, a famous marketing scholar who earned his bachelor of science in marketing in 1935 from Ohio State University and then his Ph.D. a few years, studied under two pioneers in marketing: Harold …show more content…
Percival White considered himself a marketing engineer and reasoned businesses could obtain valuable marketing intelligence through interviews and questionnaires (Hermans, n.d.). He was one of the first specialists to apply scientific management to marketing. White concluded, after he experienced many failed businesses, that understanding why customers bought products and how they used them would help businesses design better products. His landmark book in 1921, Market Analysis, specialized in market research to help businesses maximize its production and selling efforts. He followed up in 1931 with another book, Marketing Research Technique (Jones & Tadajewski, 2011). He practiced what he preached. He joined forces with Pauline Arnold in the late 1920s and created Market Research Corporation of America, one of the earliest and largest private market research firms focused on surveys (Fullerton, 1994). Arnold goes on to become a founding member of American Marketing Society, now known as American Marketing Association (AMA), and is an active participant of the Committee for Research (Jones & Tadajewski, …show more content…
Philip Kolter (1999), another leading marketing guru referenced a TARP study that showed the acquisition costs were five times higher than the costs to keep an existing customer happy. Furthermore, research showed a dissatisfied customer might tell 11 people. TARP, now known as CX Solutions, has been around since 1971 and is a leading firm in understanding the profit of customer satisfaction (CX Solutions, n.d.). The founder, John Goodman, maintained customers complaints could be turned into a powerful marketing force if handled correctly by enabling positive word of mouth (Kalb,
Robert Bartels, a famous marketing scholar who earned his bachelor of science in marketing in 1935 from Ohio State University and then his Ph.D. a few years, studied under two pioneers in marketing: Harold …show more content…
Percival White considered himself a marketing engineer and reasoned businesses could obtain valuable marketing intelligence through interviews and questionnaires (Hermans, n.d.). He was one of the first specialists to apply scientific management to marketing. White concluded, after he experienced many failed businesses, that understanding why customers bought products and how they used them would help businesses design better products. His landmark book in 1921, Market Analysis, specialized in market research to help businesses maximize its production and selling efforts. He followed up in 1931 with another book, Marketing Research Technique (Jones & Tadajewski, 2011). He practiced what he preached. He joined forces with Pauline Arnold in the late 1920s and created Market Research Corporation of America, one of the earliest and largest private market research firms focused on surveys (Fullerton, 1994). Arnold goes on to become a founding member of American Marketing Society, now known as American Marketing Association (AMA), and is an active participant of the Committee for Research (Jones & Tadajewski, …show more content…
Philip Kolter (1999), another leading marketing guru referenced a TARP study that showed the acquisition costs were five times higher than the costs to keep an existing customer happy. Furthermore, research showed a dissatisfied customer might tell 11 people. TARP, now known as CX Solutions, has been around since 1971 and is a leading firm in understanding the profit of customer satisfaction (CX Solutions, n.d.). The founder, John Goodman, maintained customers complaints could be turned into a powerful marketing force if handled correctly by enabling positive word of mouth (Kalb,