Date of Award

6-1967

Degree Type

Master's Essay - Restricted

Degree Name

Master of Business Administration (MBA)

Department

Business Administration

First Advisor

Howard C. Launstein

Abstract

Since 1875, when John Walker of Liverpool, England first introduced a cost accounting system, the accounting profession has been struggling to provide management with more refined tools for the proper operation of the business organization.

Generally speaking, these endeavors have been confined to the production and financial areas of business. Marketing, long considered to be a nonquantitative art, asked and was given scant attention. The marketing manager was thought of as a free spirit, who was not expected to be fettered by formula.

This concept of marketing has recently changed. Marketing management has adopted new, scientific principles for their profession. This drastic and rapid change has been caused by the pressures of the marketplace.

Comments

An Essay Presented to Dr. Howard C. Launstein Professor of Finance, Graduate School of Business Marquette University In Partial Fulfillment of the Requirements for the Degree Master of Business Administration, Milwaukee, Wisconsin

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