Reflections on the Dixon seminar: the development of marketing thought and theory

Purpose - The purpose of this paper is to provide an overview of the doctoral seminar in the history of marketing thought and theory taught by Donald F. Dixon. Design/methodology/approach - The approach is an historical narrative based on the author's personal recollections of the historical context of the seminar, how it was organized and conducted, along with a sample class discussion of the first lesson in marketing systems. Findings - Dixon was indisputably a maverick who worked far outside the marketing mainstream. Consequently, he had a truly unique historical systems framework for understanding and teaching the history of marketing thought. Originality/value - Because of its uniqueness, the Dixon seminar offers novel insights into teaching the history of marketing thought and the development of marketing theory.