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The study and teaching of marketing as a university subject is
generally understood to have originated in America during the early
20th century emerging as an applied branch of economics. This book
tells a different story describing the influence of the German
Historical School on institutional economists and economic
historians who pioneered the study of marketing in America and
Britain during the late 19th and early 20th centuries. Drawing from
archival materials at the University of Wisconsin, Harvard Business
School, and the University of Birmingham, this book documents the
early intellectual genealogy of marketing science and traces the
ideas that early American and British economists borrowed from
German scholars to study and teach marketing. Early marketing
scholars both in America and Britain openly credited the German
School, and its ideology based on social welfare and distributive
justice was a strong motivation for many institutional economists
who studied marketing in America, predating the modern
macro-marketing school by many decades. Challenging many
traditional beliefs, this book provides an authoritative new
narrative of the origins of marketing thought. It will be of great
interest to educators, scholars and advanced students with an
interest in marketing theory and history, and in the history of
economic thought.
This collection of articles deal with marketing history and the
history of marketing thought, placing these subjects within a
marketing management context. Despite the crucial role that
historical research can play in expanding our understanding of
marketing, studies of the history of marketing are thin on the
ground. This volume aims to address this gap. Topics include the
history of the Boston Consulting Group's growth-share matrix,
branding, the emergence of marketing schools of thought,
managerialism, the marketing concept, relationship marketing,
scientific management and marketing, and critical marketing
studies. The introduction discusses the three themes that run
through the collection: historical method, marketing history, and
the history of marketing thought. This book was originally
published as a special issue of the Journal of Marketing
Management.
Pioneers in Marketing presents a collection of eight biographical
essays about seminal marketing scholars of the twentieth century,
focusing on the careers and contributions of those who contributed
most to the development of the marketing discipline. Five of the
eight biographies rely extensively on archival materials which
allow for a much more detailed examination of the subject's life
and career than earlier published sketches, and two of the
biographies in this collection are drawn from from extensive
interviews with the subject. The careers of most of the scholars
included in this volume were centered on the first half of the
twentieth century, during which time marketing emerged as a
university discipline. Introduced with a chapter that discusses
biography as a form of historical writing in marketing, author Ian
Dennis offers a rationale for biography as an approach to studying
marketing history, outlines methodology for doing biographical
research, and explores sources of biographical material. The final
chapter delves into common themes of the biographies, lessons that
can be learned from this collection, and offers suggestions for
further biographical research.
The Routledge Companion to Marketing History is the first
collection of readings that surveys the broader field of marketing
history, including the key activities and practices in the
marketing process. With contributors from leading international
scholars working in marketing history, this companion provides nine
country-specific histories of marketing practice as well as a broad
analysis of the field, including: the histories of advertising,
retailing, channels of distribution, product design and branding,
pricing strategies, and consumption behavior. While other
collections have provided an overview of the history of marketing
thought, this is the first of its kind to do so from the
perspective of companies, industries, and even whole economies. The
Routledge Companion to Marketing History ranges across many
countries and industries, engaging in substantive detail with
marketing practices as they were performed in a variety of
historical periods extending back to ancient times. It is not to be
missed by any historian or student of business.
The study and teaching of marketing as a university subject is
generally understood to have originated in America during the early
20th century emerging as an applied branch of economics. This book
tells a different story describing the influence of the German
Historical School on institutional economists and economic
historians who pioneered the study of marketing in America and
Britain during the late 19th and early 20th centuries. Drawing from
archival materials at the University of Wisconsin, Harvard Business
School, and the University of Birmingham, this book documents the
early intellectual genealogy of marketing science and traces the
ideas that early American and British economists borrowed from
German scholars to study and teach marketing. Early marketing
scholars both in America and Britain openly credited the German
School, and its ideology based on social welfare and distributive
justice was a strong motivation for many institutional economists
who studied marketing in America, predating the modern
macro-marketing school by many decades. Challenging many
traditional beliefs, this book provides an authoritative new
narrative of the origins of marketing thought. It will be of great
interest to educators, scholars and advanced students with an
interest in marketing theory and history, and in the history of
economic thought.
The Routledge Companion to Marketing History is the first
collection of readings that surveys the broader field of marketing
history, including the key activities and practices in the
marketing process. With contributors from leading international
scholars working in marketing history, this companion provides nine
country-specific histories of marketing practice as well as a broad
analysis of the field, including: the histories of advertising,
retailing, channels of distribution, product design and branding,
pricing strategies, and consumption behavior. While other
collections have provided an overview of the history of marketing
thought, this is the first of its kind to do so from the
perspective of companies, industries, and even whole economies. The
Routledge Companion to Marketing History ranges across many
countries and industries, engaging in substantive detail with
marketing practices as they were performed in a variety of
historical periods extending back to ancient times. It is not to be
missed by any historian or student of business.
This collection of articles deal with marketing history and the
history of marketing thought, placing these subjects within a
marketing management context. Despite the crucial role that
historical research can play in expanding our understanding of
marketing, studies of the history of marketing are thin on the
ground. This volume aims to address this gap. Topics include the
history of the Boston Consulting Group's growth-share matrix,
branding, the emergence of marketing schools of thought,
managerialism, the marketing concept, relationship marketing,
scientific management and marketing, and critical marketing
studies. The introduction discusses the three themes that run
through the collection: historical method, marketing history, and
the history of marketing thought. This book was originally
published as a special issue of the Journal of Marketing
Management.
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