In addition, Keith hypothesized that a "marketing control era" was about to emerge. Although Keith's article explicitly documented Pillsbury's evolution, the article appears to suggest that the stages observed at Pillsbury constitute a normal evolutionary path (production→sales→marketing) for most large organizations. Marketing scholars quickly picked up on Keith's evolutionary stages for marketing organizations and it was integrated into marketing texts and became "'accepted wisdom." One content analysis of 25 introductory and advanced texts found that Keith's eras were reproduced in all but four.