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.
Table of Contents
1. The History of Marketing Practice (Mark Tadajewski and D.G. Brian Jones) 2. Ancient and Medieval Marketing (Eric H. Shaw) 3. A History of Consumption in the United States (Terrance H. Witkowski) 4. In Search of the Consumer: the History of Market Research from 1890 to 1960 (Stefan Schwarzkopf) 5. Segmentation in Practice: an Historical Overview of the 18th and 19th Centuries (Ronald A. Fullerton) 6. A History of Brand Identity Protection and Brand Marketing (Ross D. Petty) 7. History of Packaging (Diana Twede) 8. Distributive Orders: The Evolution of North American Retailing (Barry E.C. Boothman) 9. The Study of British Retail History: Progress and Agenda (Andrew Alexander) 10. History of Channels of Distribution (Robert D. Tamilia) 11. A History of Advertising and Sales Promotion (Fred K. Beard) 12. History of Selling and Sales Management (Thomas L. Powers) 13. In Search of Macromarketing History: 18th Century England as a Case in Point (Stanley Shapiro) 14. U.S. Antitrust Law and the Practice of Marketing (Ross D. Petty) 15. EU Competition Law and the Practice of Marketing (Andrew D. Pressey) 16. More Than Froth and Bubble: Marketing in Australia, 1788 – 1969 (Robert Crawford) 17. Marketing History in Britain: From the Ancient to Internet Eras (Richard A. Hawkins) 18. Pre-Confederation Canadian Marketing History (Leighann C. Neilson and Delphin A. Muise) 19. A History of Modern Marketing in China (Zhihong Gao) 20. Towards Marketing Management: German Marketing in the 19th and 20th Centuries (Ingo Köhler and Jan Logemann) 21. History of Marketing in India (Hari Sreekumar and Rohit Varman) 22. Marketing History in Japan: Changes in Channel Leadership
D. G. Brian Jones is Professor of Marketing and Advertising at Quinnipac University, USA.
Mark Tadajewski is Professor of Marketing at Durham University, UK.