The Evolution of Marketing Theory: Insights from Dortmund’s Brewing Industry (1950-1990)

The marketing discipline has always claimed to be an “application-oriented” science. This study represents the first contribution that examines the German-language marketing theory to what extent it contains practice-relevant knowledge. She also checked the practical application of this knowledge for the first time using the example of the Dortmund brewing industry between 1950 and 1990. Conclusion of the study: The marketing theory has developed from an “understanding” to an “operational” theory and a practical-normative management theory. Your action-oriented statements can support the management in the company in its marketing-political decisions. The empirical study was able to prove that many action-relevant findings from the marketing discipline have been applied in the Dortmund brewing industry, right down to strategic concepts. Management consultants, advertising agencies and market research institutes were important “transformers”.