The Routledge Companion to Marketing History

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D.G. Brian Jones, Mark Tadajewski
Routledge, Jan 29, 2016 - Business & Economics - 464 pages
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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.

 

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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
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

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
changes in channel leadership
407
19201960
419
24 The history of marketing in Russia
433
Index
453
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About the author (2016)

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

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

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