Several articles already exist reviewing the history of individual schools of marketing thought, particularly Hollander (1980) on the institutional school; Hunt and Goolsby (1988) on functions; Murphy and Enis (1986) and Zinn and Johnson (1990) on the commodity school; Savitt (1981) on interregional trade; Sheth and Gross (1988) on the consumer behavior school; Webster (1992) on marketing management; and Wilkie and Moore (2002, 2003) on twin areas of macromarketing: marketing and society, and marketing and public policy. In addition, there are published reviews on some of the sub-areas of schools, such as Fisk et al. (1993) on Services Marketing; and Berry (1995) on Relationship Marketing. Finally, there are.
