Purpose – The paper aims to argue, while examining the history of marketing theory in India, that the discipline is ahistorical, serves large business interests and is shaped by hegemonic Western knowledge. Design/methodology/approach – The primary sources of data were the marketing doctoral...

Purpose – The purpose of this review is to examine an early marketing textbook for its insights into concepts and theory that may have relevance today. Design/methodology/approach – To examine the book in light of the commentary provided by numerous scholars over the decades since its...