The Routledge Companion to Marketing History

D.G. Brian Jones, Mark Tadajewski

Routledge, Jan 29, 2016 - Business & Economics - 464 pages

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.

Contents

• 1 The history of marketing practice: 1
• 2 Ancient and medieval marketing: 23
• 3 A history of consumption in the United States: 41
• the history of market research from 1890 to 1960: 61
• an historical overview of the eighteenth and nineteenth centuries: 85
• 6 A history of brand identity protection and brand marketing: 97
• 7 History of packaging: 115
• the evolution of North American retailing: 131
• progress and agenda: 155
• 10 History of channels of distribution: 173
• 11 A history of advertising and sales promotion: 203
• 12 History of selling and sales management: 225
• eighteenthcentury England as a case in point: 239
• 14 US antitrust law and the practice of marketing: 255
• 15 EU competition law and the practice of marketing: 277
• marketing in Australia 17881969: 297
• from the ancient to internet eras: 315
• 18 PreConfederation Canadian marketing history: 333
• 19 A history of modern marketing in China: 353
• German marketing in the nineteenth and twentieth centuries: 371
• 21 History of marketing in India: 389
• changes in channel leadership: 407
• 19201960: 419
• 24 The history of marketing in Russia: 433
• Index: 453

About the author

D. G. Brian Jones is Professor of Marketing and Advertising at Quinnipac University, USA.

Mark Tadajewski is Professor of Marketing at Durham University, UK.

Bibliographic information

• Title: The Routledge Companion to Marketing History; Routledge Companions in Business, Management and Accounting
• Editors: D.G. Brian Jones, Mark Tadajewski
• Edition: illustrated
• Publisher: Routledge, 2016
• ISBN: 1134688687, 9781134688685
• Length: 464 pages
• Subjects: Business & Economics / Corporate & Business History; Business & Economics / General; Business & Economics / Marketing / Research; Business & Economics / Reference; History / Reference