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Marketing courses prior to 1910
... Fisk holds the distinction of being recognized as one of the first scholars in North America to teach a university marketing course. He did so in 1902 at the University of Illinois (Litman 1950;Maynard 1941). His own university education had taken him to many different parts of the world. ...
... Simon Litman was a contemporary of Fisk's and has also been cited as one of the first university teachers of marketing in North America. He made his contribution in that connection in 1902-03 at the University of California (Maynard 1941). Litman's background and education were similar to Fisk's, yet even more international in nature. ...
... In 1907 when Fisk left the University of Illinois, his position was filled by Litman, who had pioneered a course in marketing at the University of California in 1903 (Maynard 1941). In his 1950 Journal ofMarketing article, "The Beginnings of Teaching Marketing in American Universities," Litman described the 1903 University of California course, "The Technique of Trade and Commerce," and included the following discussion. ...
This article sheds light on some of the early roots of international marketing thought; it describes some of the earliest university courses offered in international marketing in North America. It presents evidence that international marketing was the subject of academic endeavor early in the twentieth century. It compares and contrasts topics covered in the earliest courses with those used in modern programs of study.
... Os primeiros estudos iniciaram, de forma sistematizada, entre os anos de 1900 e 1905 em universidades norte-americanas, com o objetivo de resolver os problemas de distribuição que se apresentavam como desafios para as organizações, organizações essas que passavam por grandes transformações, tornando-se organismos complexos em virtude dos avanços tecnológicos advindos da 2 a . Revolução Industrial (Ajzental , 2008;Arantes, 1975;Bartels, 1976;Grisi, Grisi & Santos, 1983;Lazer, 1966;Maynard, 1941;Oliveira, 2009;Sandhussen, 2003;Surface, 1957;Vargo & Lusch, 2004;Wilkie & Moore, 2003). ...
... Jones, Simon Litman, George M. Fisk e W. E. Kreusi, nas universidades de Michigan, Califórnia, Illinois e Pensilvânia, começaram a oferecer cursos dentro das cadeiras de economia para tratar dos assuntos emergentes relacionados a distribuição. Começavam a ensinar o que conhecemos atualmente como Marketing (Arantes, 1975;Jones & Witkowski, 2008;Lazer, 1966;Maynard, 1941;Oliveira, 2005;Oliveira, 2009;Wilkie & More, 2003). É o início de uma nova área de conhecimento para tratar, ou responder, as novas demandas do mercado. ...
O propósito deste artigo é analisar a influência das ciências e da filosofia corrente no início do século XX nos primeiros estudos em Marketing. Para isso, foi escolhido como objeto de pesquisa a obra Marketing Problems escrito pelo professor de Harvard, Melvin T. Copeland em 1920, importante autor nos primórdios do pensamento do Marketing. Procurou-se evidenciar como ele, a exemplo de outros pesquisadores do período, baseou-se nos métodos usados pelas ciências da época na busca de um aporte teórico para a nascente disciplina. É evidenciado como surgiram os primeiros estudos em Marketing, com foco na influência do contexto, reflexo da 2ª. Revolução Industrial, que apresentou demandas que as áreas tradicionais não conseguiam resolver, abrindo espaço para os primeiros analistas em Marketing. Apresentam-se os primeiros cursos, obras e autores que contribuíram para a institucionalização da área. Além da análise do método usado pelo autor como a classificação e catalogação dos fenômenos de distribuição, descrição metódica dos agentes envolvidos no processo e hierarquização dos distribuidores.
... Os primeiros estudos iniciaram, de forma sistematizada, entre os anos de 1900 e 1905 em universidades norte-americanas, com o objetivo de resolver os problemas de distribuição que se apresentavam como desafios para as organizações, organizações essas que passavam por grandes transformações, tornando-se organismos complexos em virtude dos avanços tecnológicos advindos da 2 a . Revolução Industrial (Ajzental , 2008;Arantes, 1975;Bartels, 1976;Grisi, Grisi & Santos, 1983;Lazer, 1966;Maynard, 1941;Oliveira, 2009;Sandhussen, 2003;Surface, 1957;Vargo & Lusch, 2004;Wilkie & Moore, 2003). ...
... Jones, Simon Litman, George M. Fisk e W. E. Kreusi, nas universidades de Michigan, Califórnia, Illinois e Pensilvânia, começaram a oferecer cursos dentro das cadeiras de economia para tratar dos assuntos emergentes relacionados a distribuição. Começavam a ensinar o que conhecemos atualmente como Marketing (Arantes, 1975;Jones & Witkowski, 2008;Lazer, 1966;Maynard, 1941;Oliveira, 2005;Oliveira, 2009;Wilkie & More, 2003). É o início de uma nova área de conhecimento para tratar, ou responder, as novas demandas do mercado. ...
RESUMO O propósito deste artigo é analisar a influência das ciências e da filosofia corrente no início do século XX nos primeiros estudos em Marketing. Para isso, foi escolhido como objeto de pesquisa a obra Marketing Problems escrito pelo professor de Harvard, Melvin T. Copeland em 1920, importante autor nos primórdios do pensamento do Marketing. Procurou-se evidenciar como ele, a exemplo de outros pesquisadores do período, baseou-se nos métodos usados pelas ciências da época na busca de um aporte teórico para a nascente disciplina. É evidenciado como surgiram os primeiros estudos em Marketing, com foco na influência do contexto, reflexo da 2ª. Revolução Industrial, que apresentou demandas que as áreas tradicionais não conseguiam resolver, abrindo espaço para os primeiros analistas em Marketing. Apresentam-se os primeiros cursos, obras e autores que contribuíram para a institucionalização da área. Além da análise do método usado pelo autor como a classificação e catalogação dos fenômenos de distribuição, descrição metódica dos agentes envolvidos no processo e hierarquização dos distribuidores. ABSTRACT The purpose of this article is to analyze the influence of the sciences and the current philosophy in the early twentieth century in the first studies in Marketing. To that end, was chosen the work Marketing Problems written by Harvard professor Melvin T. Copeland in 1920, an important author in the early days of Marketing thinking. It was tried to evidence how he, like other researchers of the period, was based on the methods used by the sciences of the time in the search of a theoretical contribution to the nascent discipline. It is evident how the first studies in Marketing appeared, focusing on the influence of the context, reflecting the 2nd. Industrial Revolution, which presented demands that the traditional areas could not solve, resulting in a new space for the first analysts in Marketing. The first courses, works and authors that contributed to the institutionalization of the area are presented. Besides the analysis of the method used by the author as the classification and cataloging of distribution phenomena, methodical description of the agents involved in the process and hierarchization of distributors.
... O marketing, área que estuda os relacionamentos entre as empresas e os consumidores com o objetivo de satisfazer as suas necessidades e desejos, surgiu de forma sistematizada, ou da forma como atualmente conhecemos e validamos uma área de conhecimento, entre os anos 1900 e 1905. Arantes (1975), Bartels (1951), Butler (1914), Lazer (1966), Maynard (1941), Oliveira (2007), Sandhusen (2003), Sheth (1988) e Surface (1957) argumentam que pesquisadores sediados em universidades norte-americanas iniciaram seus estudos para solucionar os problemas de distribuição que ocorreram em decorrência dos avanços proporcionados pela Segunda Revolução Industrial. ...
... Os novos agentes do mercado: os distribuidores Arantes (1975), Bartels (1951), Butler (1914), Lazer (1966), Maynard (1941), Oliveira (2007), Sandhusen (2003), Sheth (1988) e Surface (1957) destacam que para solucionar os problemas relacionados ao distanciamento entre as empresas e os consumidores começou a ganhar espaço no processo mercantil a figura dos agentes distribuidores, que tinham como objetivo facilitar o relacionamento entre as empresas e os novos mercados emergentes, e para explorar as novas praças de consumo. Em virtude dessa demanda, os intermediários começaram a surgir, especializando-se, seguindo o princípio da divisão do trabalho, dando origem a instituições atacadistas, varejistas e agentes, que trabalhavam por conta própria ou como representantes comerciais, formando, em pouco tempo, uma complexa rede de distribuição. ...
Apresenta-se, neste artigo, o quadro histórico da institucionalização do marketing nos Estados Unidos no início do século XX, identificando os principais fatores que contribuíram na criação de um contexto fértil e abriram espaço para as primeiras pesquisas na área. Nosso objetivo foi entender a importância do contexto no sentido de criar um ambiente fértil para as pesquisas em marketing, contexto este que apresentava inúmeras transformações em decorrência da Revolução Industrial influenciando, tantos as organizações como a sociedade como um todo. Partindo de uma pesquisa bibliográfica com autores especialistas em história e história do marketing, investigamos o ambiente e apresentamos os componentes fundamentais no processo de institucionalização de uma área de conhecimento: ensino, pesquisa, divulgação e aplicação de conhecimento. Desta forma, pudemos construir um esboço delineado na primeira década do século XX e as suas consequências para os primeiros estudos na área.
... However, there is no doubt that as regards Kant, the objective to beat was empiricist atomism and Benthamian utilitarianism and, secondly, at his time social sciences were still treated with a reductionist and mechanistical view. 22 Marsonet (2005). 23 In this respect, we also note that years later, in the XX century, "physical economics" is spoken of. ...
... 25 Gadamer had numerous precursors in the context of historicism, among these, the most important was probably Dilthey (1833-1911), while Schleiermacher (1768-1834) had already used the term "hermeneutic". 26 Gadamer (1972) and Marsonet (2005). the former, hermeneutics allowed understanding the text of an author in the most authentic way possible, through a return to the past that allowed reliving the historical basis on the presupposition of the text examined, for the latter this operation was not feasible because of the impossiblity to return to the past in an objective way, since the present and contingent existence of man is the place where a pre-understanding is necessarily formed (stratified knowledge that characterizes the understanding of a present state) of the reality that will also necessarily contaminate the idea of the past. ...
In recent years the marketing discipline faced a considerable increase in the number of approaches. Some of the new "labels" are probably just new names advertised to sell old products. But some may contain significant new issues that need to be identified and discussed. Do these new marketing denominations (viral, retro, vintage, postmodern, judo, tribal, buzz, and many more) identify distinctions on subjects being studied, without particular methodological implications, or rather, do new labels and new subjects imply orientations that start from different epistemological premises and involve different research methodologies? This paper try to investigate if the proliferation of labels related to alleged new methods of marketing analysis actually implies a distinctions of subjects being studied and different epistemological premises.
... ' Marketing fi rst became a formalized academic discipline of study in the United States. Early marketing departments were often dominated by practitioners from industries such as milk transportation ( Bartels, 1951 ;Maynard, 1941 ). However, scholarship in these areas was deemed insuffi ciently academic, leading to the Ford and Carnegie Foundations ( Pierson, 1959 ;Gordon and Howell, 1959 ) insisting that it had to become more technical and scholarly to maintain a legitimate place within university systems ( Ellis et al., 2010 ;Gemelli, 1997 ). ...
You might think that anarchism and management are opposed, but this book shows how engaging with the long history of anarchist ideas allows us to understand the problems of contemporary organizing much more clearly. Anarchism is a theory of organizing, and in times when global capitalism is in question, we need new ideas more than ever.
The reader of this book will learn how anarchist ideas are relevant to today’s management problems. In a series of student-friendly short chapters on contemporary topics, the authors challenge the common sense that has allowed particular forms of organization and market to become globally dominant. Do we always need leaders? Is technological change always a good thing? Are markets the best way to arrange forms of exchange? This challenging book is essential for anyone who wants to understand what is wrong with business school theory and what we might do about it.
For students and teachers of management, the standard textbook reproduces the dominant ideas about the way that business should be done. This book turns those ideas on their head, asking awkward questions about authority, technology and markets and demanding that its readers think hard about whether they want to reproduce those ideas too. Students of management, like everyone else, know that the current global system is broken but they don’t know what they can do about it. This unique book uses 200 years of anarchist ideas to give readers a clear guide for building the organizations and businesses of the future and places choice and responsibility at the centre of making a new world for people and the planet.
... For Merz, He, and Vargo (2009 , 330), such a perspective approaches the value of a brand as being embedded in the physical good. In the traditional marketing literature, the origin of this metaphor is rooted in the dominant transition from unbranded to branded goods in Western industrialized economies in the late nineteenth century, which coincides with the emergence of marketing as an academic discipline and business practice ( Bartels 1988 ;Jones 1994 ;Maynard 1941 ;Merz, He, and Vargo 2009 ). Although the history of branding practices reaches further back ( Eckhardt and Bengtsson 2010 ;Moore and Reid 2008 ;Roper and Parker 2006 ), a common approach is to separate such developments by the emergence of the "modern" brand ( Avis and Aitken 2015 ). ...
... Several of the top business schools had introduced sales management courses by 1925. For example, Northwestern offered a course titled "Advertising and Salesmanship" in 1909 (Maynard 1941). Sales management subjects within other courses, however, began appearing even earlier. ...
This paper describes the early development of the sales academic discipline. While many universities now offer various courses in sales, that was not always the case. A little over one hundred years ago, there were no academic journals, hardly any trade magazines, and few books devoted to the topic of sales or sales management. This paper explains the origin and traces a number of early advancements in this important field of study. It provides context for the work now performed by hundreds of thousands of salespeople and sales managers around the globe. It also provides important background for the discipline which is now taught by sales scholars but was once unknown. Conceptual and applied developments are discussed and educational efforts along with landmark books and trade magazines are examined. The paper shows that concepts in sales frequently assumed to be new or "modern" were often addressed early in the genesis of this area of study and field of work that employs so many people. A historical timeline is also provided, tracing the development of conceptual contributions to sales during its early years.
... ' Marketing fi rst became a formalized academic discipline of study in the United States. Early marketing departments were often dominated by practitioners from industries such as milk transportation ( Bartels, 1951 ;Maynard, 1941 ). However, scholarship in these areas was deemed insuffi ciently academic, leading to the Ford and Carnegie Foundations ( Pierson, 1959 ;Gordon and Howell, 1959 ) insisting that it had to become more technical and scholarly to maintain a legitimate place within university systems ( Ellis et al., 2010 ;Gemelli, 1997 ). ...
The topic of leadership is one of the most popular issues in the field of management. It is a common belief that it is impossible to organize without a leader and that all successful businesses and organizations must have leaders in order to function effectively. Leadership is a concept that starts from an assumption of authority, that there must be some people in organizations who give orders, make decisions and expect obedience.Without the acceptance of authority, there is no way to ensure that orders are taken seriously or that people will be persuaded to do anything.
Frequently, leaders are described as those who energize people to do extraor- dinary things, including things that followers might not want to do themselves or indeed might be unable to do themselves without some sort of inspiration. Lead- ers are often described as being charismatic and being capable of making people feel they are important to a company or other type of organization. In mainstream management literature, leadership is seen as a way to shape or capture the iden- tity of the worker, to make him or her work harder without solely relying on a financial reward or something similar (see box in Chapter 4). If people are led well and inspired by their leaders, their commitment and effort will be guaranteed to a degree not possible if rewarded solely in terms of gains of status or money.
But if we only think about leaders, we don’t think very hard about what it means to be led. After all, for every leader, there is at least one person who is being led, at least one follower. Is it possible to see ourselves as free when we admit that we need leadership? Is it possible to assume that each individual has his or her own will and that this freedom should be exercised in the world if most of us are destined to be followers? Is it possible to live in a world without authorities, in organizations without leaders? Anarchist thinkers believe in a collective form of organization that does not depend on assumptions about authority, about the need to be led and to have leaders (Walter, 2016). In this chapter, we discuss how authority is created and how it is possible to challenge it.
... Therefore, archival research was an essential part of our study. Previous historical research in mar- keting has identified the significant contributors to the discipline ( Bartels 1951, p. 4;Converse 1959;Wright and Dimsdale 197 4), the earliest published literature (Converse 1933;Hagerty 1936), and the first univer- sity courses (Maynard 1941;Monieson 1981, p. 14). This literature provided many potential sources of pri- mary data. ...
An extensive study of archival materials is used to examine the philosophic origins of marketing thought at two centers of early development, the University of Wisconsin and the Harvard Business School. Evidence suggests that the German Historical school of economics provided much of the philosophic foundation of the discipline.
... His list included material such as Ralph Starr Butler's (1910) Marketing Methods , Paul Cherington's (1913) Advertising as a Business Force , L.D.H. Weld's (1915) Studies in the Marketing of Farm Products , A. W. Some Problems in Market Distribution , and Paul Nystrom's (1915a) Economics of Retailing , as well as an emerging periodical literature. During the 1930s, several pioneers wrote articles for the new Journal of Marketing highlighting the contributions of a limited range of the earliest teachers, courses, and institutions, as well as the key periodical and book literature (Agnew, 1941;Hagerty, 1936;Litman, 1950;Maynard, 1941;Weld, 1941). ...
We hope that this book will appeal to, and be read by, all students of marketing and economics. It will be valuable to scholars with an interest in the history of marketing theory, thought and practice. This book pursues questions about the legacy of the German Historical School. But it does so much more than this. Some of the narratives we unravel will shake the foundations and knowledge of our discipline and will doubtless be revelatory for those working in economics as well. As is made clear, both political economy and marketing have developed in tension with the world that surrounds and enables them. At formative periods in the development of both subjects, there have been serious questions raised about alternative political-economic methods of organization. Put very simply, and very succinctly, some of the major turning points in the account that we present here are conjoined with debates about ethics, distributive justice and the viability and possibility that socialism might replace capitalism as the political-economic structure of choice. This tension feeds throughout the development of marketing theory and practice. We illuminate these connections, highlight a tapestry of links that have not been articulated in relation to marketing theory previously, and, in short, provide a novel and frequently surprising account of the conditions of possibility for the marketing discipline.
... American business schools were likely the first institutions of higher education in the world to offer courses of instruction in what we know today as marketing. In 1902, marketing courses were first offered at the Universities of Michigan, California, Illinois and New York University, although " The Distributive and Regulative Industries of the USA " , offered in the second semester of the 1901-1902 academic year by Edward David Jones at the University of Michigan preceded the others by at least one semester (Jones, 2012, Chapter 2; Maynard, 1941). As Jones's course illustrates, the term " marketing " did not usually appear in the earliest university course titles or, for that matter, in the first periodicals and books published about marketing. ...
... American business schools were likely the first institutions of higher education in the world to offer courses of instruction in what we know today as marketing. In 1902, marketing courses were first offered at the Universities of Michigan, California, Illinois and New York University, although " The Distributive and Regulative Industries of the USA " , offered in the second semester of the 1901-1902 academic year by Edward David Jones at the University of Michigan preceded the others by at least one semester (Jones, 2012, Chapter 2; Maynard, 1941). As Jones's course illustrates, the term " marketing " did not usually appear in the earliest university course titles or, for that matter, in the first periodicals and books published about marketing. ...
– The purpose of this paper is to document contributions to the early study and teaching of marketing at one of the first universities in Britain to do so and, in that way, to contribute to the literature about the history of marketing thought. Given that the first university business program in Britain was started in 1902, at about the same time as the earliest business programs in America, the more specific purpose of this paper was to explore whether or not the same influences were shared by pioneer marketing educators on both sides of the Atlantic.
Design/methodology/approach
– An historical method is used including a biographical approach. Primary source materials included unpublished correspondence (letterbooks), lecture notes, seminar minute-books, course syllabi and exams, minutes of senate and faculty meetings, university calendars and other unpublished documents in the William James Ashley Papers at the University of Birmingham.
Findings
– The contributions of William James Ashley and the Commerce Program at the University of Birmingham to the early twentieth-century study and teaching of marketing are documented. Drawing from influences similar to those on pioneer American marketing scholars, Ashley used an historical, inductive, descriptive approach to study and teach marketing as part of what he called “business economics”. Beginning in 1902, Ashley taught his students about a relatively wide range of marketing strategy decisions focusing mostly on channels of distribution and the functions performed by channel intermediaries. His teaching and the research of his students share much with the early twentieth-century commodity, institutional and functional approaches that dominated American marketing thought.
Research limitations/implications
– William James Ashley was only one scholar and the Commerce Program at the University of Birmingham was only one, although widely acknowledged as the first, of a few early twentieth-century British university programs in business. This justifies future research into the possible contributions to marketing knowledge made by other programs such as those at the University of Manchester (1903), University of Liverpool (1910) and University of London (1919).
Originality/value
– This paper adds an important chapter to the history of marketing thought which has been dominated by American pioneer scholars, courses, literature and ideas.
... The discipline had a history at the University of Michigan (where one of the first marketing courses was given in 1902 by E.D. Jones, a professor of economics (Maynard, 1941;Ross and Richards, 2008, p. 7)), whereas it had none at Northwestern University (where marketing was explicitly introduced only in 1919 (Cochoy, 1995)). Weld changed this situation by bringing together people that shared a disciplinary membership (they were all economists) but also a same deviance (they were economists interested in marketing issues). ...
Purpose
– This paper aims to explore the sociological process behind the development of the American Marketing Association (AMA). It shows how the shift from isolated endeavors to an organized movement happened in marketing, how and why marketing pioneers merged to build a professional body and what this body provided to its community and to society at large.
Design/methodology/approach
– This paper studies the history of the AMA from the perspective of the sociology of science and relies on the marketing literature and other written sources.
Findings
– The paper shows that the AMA is both the result and the center of a coupling procedure. Isolated pioneers in the marketing field found it useful to communicate with those who were engaged in endeavors similar to their own. The meeting resulted in a dialog, and the dialog had necessitated the establishment of the AMA as a common reference point. The AMA provided the marketing community with a language and an institution that could help them to exist and move forward together.
Originality/value
– This paper provides an up to date account of the history of the AMA as well as a sociological analysis of its development.
... The New Competition appeared in Fred Clark's bibliography that detailed the 1920s marketing literature (Converse, 1945). Discussions of trade associations (another term used to describe Eddy's " open price associations " ) also appeared in the earliest courses of marketing (Maynard, 1941). Tosdal (1917, p. 331, note 2) likewise, remarked that Eddy's " book has been read by increasing numbers of businessmen. ...
Purpose
The purpose of this paper is to rethink the historical emergence of relationship marketing using the work of an early economics writer.
Design/methodology/approach
The approach of the paper is a historical review.
Findings
It is demonstrated that Eddy's major publication, The New Competition , articulates an argument central to relationship marketing, in terms of the value accorded to inter‐firm relationships. In doing so, this paper extends the work of Keep et al. on relationship marketing and Hollander's own reflection on the nature of competition.
Practical implications
Commensurate with studies that explore the “dark‐side” of relationship marketing, this paper shows how close organizational relations do not necessarily increase the efficiency of the market.
Originality/value
This paper undermines the argument that relationship marketing emerged in the 1970s. It thereby adds further weight to the idea that relationship marketing is not a new paradigm in marketing theory or business practice.
... For information on early marketing texts, see Paul D. Converse, ―The First Decade of Marketing Literature,‖ NATMA Bulletin Supplement (Nov. 1933), 1-4. 4 Hugh E. Agnew, ―The History of the American Marketing Association,‖ Journal of Marketing 5 (April 1941): 374-79; Paul D. Converse, ―Notes on the Origin of the American Marketing Association,‖ Journal of Marketing 17 (July 1952): 65-67. 5 We can consider the marketing subfields of advertising and retailing disciplines in their own right. ...
In this essay, we approach historiography in marketing from two perspectives: first, as a body of literature and second, as a specific model of research methods and narrative writing employed by marketing scholars. The marketing discipline emerged in the early twentieth century, strongly influenced by German historical economics. Marketing academics have published historical studies in marketing journals since the 1930s; during the past twenty-five years, associational activities have greatly stimulated the growth of the literature, although it remains less developed than history subfields in accountancy, management, business, and economics. Authors publishing historical studies in mainstream marketing journals have sometimes had to adapt to structures of intellectual inquiry that favor explicit literature reviews, data borrowing, multiple types of primary sources, and transparency in research methods. We conclude that marketing historiography is a legitimate discipline in its own right and discuss future challenges.
... Between 1930 and 1960, historical research in marketing dealt with the development of the discipline (Bartels, 1962;Converse, 1933Converse, , 1945Converse, , 1959Hagerty, 1936;Litman, 1950;Maynard, 1941aMaynard, , 1941bWeld, 1941) as well as with retailing and wholesaling history (Barger, 1955;Beckman and Engle, 1937;Jones, 1936;Marburg, 1951;Nystrom, 1951). There was one general history of marketing distinctive for its scope and historical perspective during this early period, Hotchkiss' (1938) Milestones of Marketing. ...
Marketing has been practiced since ancient times and has been thought about almost as long. Yet, it is only during the 20th century that marketing ideas evolved into an academic discipline in its own right. Most concepts, issues and problems of marketing thought have coalesced into one of several schools or approaches to understanding marketing. In this article we trace the evolution of 10 schools of marketing thought. At the turn of the 20th century, early in the discipline’s history, the study of functions, commodities, and institutions emerged as complementary modes of thinking about subject matter and became known collectively as the ‘traditional approaches’ to studying marketing; shortly thereafter the interregional trade approach emerged. About mid-century, there was a ‘paradigm shift’ in marketing thought eclipsing the traditional approaches as a number of newer schools developed: marketing management, marketing systems, consumer behavior, macromarketing, exchange, and marketing history. During the mid 1970s, three of the modern schools - marketing management, consumer behavior, and exchange - underwent a ‘paradigm broadening’. The broadened paradigm has bifurcated marketing thought from the conventional domain of business behavior to the much broader domain of all human social behavior. Thus, at the beginning of the 21st century marketing thought is at a crossroads.
This paper presents an outline of the records of historic research in marketing, tracing its evolution and highlighting key contributions that have fashioned the field. The have a look at explores how ancient studies has developed over time, from its early beginnings to its modern kingdom, and identifies primary issues and methodologies that have emerged. The origins of historical studies in advertising can be traced again to the mid-20th century when pupils started spotting the importance of understanding the historic context in which advertising practices and techniques evolved. to begin with, historical studies in advertising centered on documenting and analyzing the evolution of advertising strategies, customer behavior, and marketplace dynamics. but, as the sphere matured, researchers started incorporating interdisciplinary processes and drawing insights from diverse social sciences, which include sociology, anthropology, and psychology. This study identifies several crucial intervals and milestones within the history of ancient studies in advertising and marketing. It discusses the emergence of case research as a famous studies method, the adoption of archival research and oral records interviews, and the multiplied awareness on cultural and contextual analyses. The effect of technological improvements on historical studies in advertising, which include the digitization of ancient information and the provision of huge statistics, is likewise explored. Furthermore, the paper highlights the contributions of influential researchers who've formed the sphere, along with their tremendous studies and methodologies. It discusses the influential paintings of advertising and marketing historians like Robert Bartels, Stanley Hollander, and William D. Wells, among others. Finally, the paper addresses present day developments and future directions in ancient studies in marketing, along with the developing interest in the history of branding, the position of historic research in knowledge market disruptions and innovations, and the need for extra comparative and worldwide perspectives.
Marketing has evolved over time and has undergone different eras as a discipline with sundry adaptation to the realities of each era. Despite various misconceptions, continuous development and improvement in the subject matter had formalized its framework as a body of discipline. Also, due to technological improvements, customers have become more sophisticated in their tastes. Thus, marketing functions often adjusts to accommodate these expectations since they are essential for effective value proposition and delivery. Numerous definitions of Marketing had been put forward by different authors from the academic and professional dichotomy, but how exhaustive are these definitions in the light of changing values, technological sophisticationand broader definition of needs, better management orientation, modern marketplace and scientific processes? While these definitions are the threshold to predicate an increase in the frontiers of the discipline, there is the need for a definition that would reflect the current dynamics of modern days. This paper re-defines Marketing in the light of recent trends and developments in its subject matter as a discipline. The aim of this paper is to complement rather than discredit earlier definitions of Marketing.
The history of historical research in marketing is reviewed as background to an examination of the state of the art. We focus on the major current contributors to historical re search in marketing, their recent works, and opinions about future prospects for this field.
Purpose
The purpose of this paper is to review a popular business handbook – The Business Guide – by James L. Nichols, first published around the turn of the twentieth century. The analysis is geared toward determining how it fits within the development of marketing thought and education.
Design/methodology/approach
A review of the marketing history literature focusing on marketing thought, education and practice around the turn of the twentieth century is conducted. The content of The Business Guide is analyzed and compared with the themes reflected in the literature review.
Findings
Most editions appeared in the era just proceeding the emergence of marketing as distinct discipline. It is unlikely that it had any appreciable influence on the development of marketing thought. However, it was used as a textbook at North-Western College in Naperville, IL, and may have been at other early business education programs in the USA and Canada. Nichols’ treatment of marketing topics was consistent with the era. It reflected commodities and functional views. For him, marketing was primarily distribution along with advertising, pricing, product management and credit. Consistent with modern marketing philosophy, Nichols placed heavy emphasis on ethics.
Originality/value
Despite the fact that this book was published in multiple editions over several decades, it seems to have been largely forgotten. As far as is known, this paper is the only recent treatment of this historical artifact.
This study represents an initial step in the empirical understanding of integration as it relates to the advertising and public relations fields. Using a survey of practitioners (n = 1076) it finds that while many practitioners are aware of integration efforts within organizations, they may be less than enthusiastic about the concept. The results offer suggestions both for the practice and education of professional communication.
Purpose
– The purpose of this paper is to provide a retrospective review of an early marketing text, Marketing Methods (1918) by Ralph Starr Butler.
Design/methodology/approach
– Marketing Methods is summarized, and perspectives of scholars that have occurred since its publication are provided.
Findings
– Marketing Methods represents the first college textbook to use the term “marketing” and, thus, represents a major and important early work in the field.
Originality/value
– This review of Marketing Methods provides a retrospective on the development, structure, critical reviews and influence of this text.
The history of marketing thought has been dominated by the analysis of events in the United States. This paper describes similar developments that took place in Canada during the period from 1920 to 1940. Specifically, the study of marketing at two centers of early development, Queen's University and the University of Western Ontario, is examined.
Résumé
Historiquement, c'est l'analyse amëricaine des ëvënements qui a dominë les courants de pensëe en marketing. Cet article expose l'ëvolution canadienne du marketing de 1920 ä 1940. Plus particuliërement, l'article traite de l'ëtablissement de deux des premiers centres d'ëtudes du marketing dans les universitës Queen's et Western Ontario.
Does marketing really work for organizations, managers and citizens? How can marketing management be studied and practised critically?
This key text introduces the essentials of critical thinking within the field of marketing in easy to read and understandable terms. Integrating critical perspectives with the topics of the typical marketing curriculum, Chris Hackley has produced an indispensable supporting text for upper level, undergraduate and postgraduate Marketing courses. A wide range of issues are covered including:
- Historical origins and influences in marketing
- Introduction to the concepts of Critical Theory
- Marketing ‘orientation’ and the marketing ‘mix’
- Critique of marketing principles
- Marketing and strategy
- The role of research in marketing
- Marketing and managerial ideology
- Marketing ethics
Each chapter includes Chapter Review questions, Case studies reflecting issues in the chapters, along with supporting case questions and reflections, as well as stimulating practical examples.
Selling has developed dramatically in the twentieth century. It has changed from largely an independent and unstructured activity to a modern and scientifically managed profession that has contributed to the economic growth of this century. This paper examines its development from 1900 to 1950, focusing on the practices, events, and philosophies that have influenced the selling profession.
An extensive study of archival materials is used to examine the philosophic origins of marketing thought at two centers of early development, the University of Wisconsin and the Harvard Business School. Evidence suggests that the German Historical school of economics provided much of the philosophic foundation of the discipline.
Purpose
The marketing field established important institutions – college courses, teachable texts, professional associations, and regular conferences – during the first three decades of the twentieth century, but did not fully mature as a scholarly discipline until the first specialized journals were launched in the mid‐1930s. The aim of this paper is to better understand the marketing discipline during this crucial formative period, especially the structure, presentation, and content of marketing knowledge.
Design/methodology/approach
The primary sources are The American Marketing Journal and the National Marketing Review , the two predecessor journals that combined to form Journal of Marketing in 1936. They are examined for publishing data and content areas, article format and authorship, and the topics and methods constituting marketing knowledge.
Findings
The scholarship published in the first marketing journals was written by single authors who only infrequently cited other works. A wide range of topics were explored with much attention given to issues of marketing and society. Marketing writers considered their field a science and showed confidence in it despite dire environmental conditions.
Originality/value
The primary sources examined have been all but forgotten and deserve to be revisited. The research investigates not only the texts themselves, but the people who wrote them, their professional biographies and associational activities, and the larger academic and social environments of their time.
The history of historical research in marketing is reviewed as background to an examination of the state of the art. We focus
on the major current contributors to historical research in marketing, their recent works, and opinions about future prospects
for this field.
This paper "eventalizes" the marketing concept and in doing so will highlight the value of detailed cross-source analysis in historical research. But more than this, it will not simply call upon canonical sources in relation to debates surrounding the marketing concept for the reason that non-canonical sources - that is, periodical material or out-of-print texts that very few people have read or have acknowledged as central contributions to the field - may contain references to debates that have long been written out of the historical record and could encourage us, as marketing scholars, to adopt a more sceptical stance toward what we take for granted historically and neglect to subject to critical scrutiny. This argument is illustrated via the demonstration that marketing scholars and practitioners were well aware of the benefits that accrue from a customer orientation and were encouraged to orient their organisations in this manner by the growth in industrial production facilities stimulated by World War I. This growth meant that production output could be maintained at levels far in excess of consumer demand, thereby necessitating that organisations register and act upon consumer requirements. These themes continue to gain prominence until World War II when there was a brief return to a production orientation. At this point, business and marketing practitioners adopted a critical stance with regard to certain types of consumer research. There are multiple reasons for this. Firstly, the U.S. government became the major purchaser of industrial and consumer goods. Secondly, business practitioners were sceptical of the value of market and consumer research as a result of the failure by pollsters (who were utilising sophisticated statistical techniques) to predict the outcome of the 1948 U.S. Presidential election. Given the conflation of market research with polling research in the popular press and business community, business practitioners were unsure about the validity and usefulness of market research. In equal measure, environmental factors including rising levels of competition, employee specialisation, product diversification and organisational decentralisation would contribute to the (re)emergence of themes associated with the marketing concept.
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