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Journal articles on the topic 'Marketing history'

Author: Grafiati

Published: 4 June 2021

Last updated: 1 February 2022

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1

Asih, Daru. "A Complementary Relationship between Marketing Theory and Marketing History." Journal of Advanced Research in Dynamical and Control Systems 12, SP5 (May 30, 2020): 1515–22. http://dx.doi.org/10.5373/jardcs/v12sp5/20202073.

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2

Holden, Alfred C., and Laurie Holden. "Marketing history: Illuminating marketing's clandestine subdiscipline." Psychology and Marketing 15, no. 2 (March 1998): 117–23. http://dx.doi.org/10.1002/(sici)1520-6793(199803)15:2<117::aid-mar1>3.0.co;2-f.

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3

Layton, Roger. "Marketing, marketing systems, and the framing of marketing history." Journal of Historical Research in Marketing 7, no. 4 (November 16, 2015): 549–72. http://dx.doi.org/10.1108/jhrm-02-2015-0008.

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Hollander, Stanley C., Kathleen M. Rassuli, D. G. Brian Jones, and Laura Farlow Dix. "Periodization in Marketing History." Journal of Macromarketing 25, no. 1 (June 2005): 32–41. http://dx.doi.org/10.1177/0276146705274982.

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5

Wooliscroft, Ben. "Marketing theory as history." Marketing Theory 11, no. 4 (December 2011): 499–501. http://dx.doi.org/10.1177/1470593111418800.

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6

Peterson, Robin T. "A Marketing History Perspective for the Marketing Management Class." Journal of Marketing Education 9, no. 1 (April 1987): 31–36. http://dx.doi.org/10.1177/027347538700900106.

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7

Hunt, Shelby D. "On the intersection of marketing history and marketing theory." Marketing Theory 11, no. 4 (December 2011): 483–89. http://dx.doi.org/10.1177/1470593111418802.

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8

El-Ansary, Adel, Eric H. Shaw, and William Lazer. "Marketing’s identity crisis: insights from the history of marketing thought." AMS Review 8, no. 1-2 (October 9, 2017): 5–17. http://dx.doi.org/10.1007/s13162-017-0102-y.

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9

Fitzgerald, Robert. "Marketing and History in Britain:." Keiei Shigaku (Japan Business History Review) 40, no. 1 (2005): 3–19. http://dx.doi.org/10.5029/bhsj.40.3.

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10

Witkowski, Terrence H. "``Marketing History at the Center''." Journal of Macromarketing 29, no. 1 (December 16, 2008): 5–6. http://dx.doi.org/10.1177/0276146708329037.

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11

Silberer, Günter, and Florian Triebel. "History Marketing als integriertes Konzept." Marketing Review St. Gallen 29, no. 6 (December 2012): 52–59. http://dx.doi.org/10.1365/s11621-012-0178-6.

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12

Firat, A. Fuat. "Marketing challenges: a personal history." Journal of Historical Research in Marketing 6, no. 3 (August 18, 2014): 414–29. http://dx.doi.org/10.1108/jhrm-11-2013-0062.

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Purpose – The purpose of this paper is to explore the challenges that have faced and do now face marketing scholars through the lens of one scholar who entered the field in early 1970s and who continues to observe the developments in the world and in the disciplines of marketing and consumer research. Design/methodology/approach – Historical journey through the trials and tribulations of one scholar as well as the developments in marketing and consumer research as experienced from this scholar’s point of view. A story of how this one scholar’s ideas and impressions grew out of his experiences. Findings – Challenges against introduction of new perspectives and ideas have existed in the disciplines of marketing and consumer research, and they continue to exist. Research limitations/implications – This is only a personal history of experiences one scholar has had in the field. Practical implications – For marketing and consumer research disciplines to positively contribute to humanity’s growth and search for meaning, how scholars in the field think of their disciplines, their relationship to ideologies and the purposes for their existence as scholars may need a radical change. Social implications – Considering the challenges faced and possibility of alternative modes of scholarship and knowledge generation, as well as the recognition of the key positional advantage of marketing and consumer research scholars in contemporary culture for understanding the human condition, will help humanity’s quest for a world with greater peacefulness and harmony. Originality/value – The paper presents a perspective of disciplinary history not often heard in the mainstream media of the two disciplines.

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13

Tadajewski, Mark. "History and critical marketing studies." Journal of Historical Research in Marketing 4, no. 3 (August 3, 2012): 440–52. http://dx.doi.org/10.1108/17557501211252970.

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Beard, Fred, Brian Petrotta, and Ludwig Dischner. "A history of content marketing." Journal of Historical Research in Marketing 13, no. 2 (August 31, 2021): 139–58. http://dx.doi.org/10.1108/jhrm-10-2020-0052.

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Purpose Contemporary practitioners of content marketing (CM) often suggest their discipline is an ancient one, yet mainly limit its origins to the custom-published magazines of the late 1800s. The purpose of this paper is to synthesize some of the many definitions of CM and to report the first scholarly history of its development and practice. Design/methodology/approach This study’s purposes led to the following research questions: To what extent were CM strategies and tactics used before the 20th century? How have the uses and characteristics of CM changed or remained the same over time? Sources included general histories focusing on the earliest uses of advertising and promotions and edited book chapters and journal articles on the histories of branding and early print advertising, marketing and advertising practices in ancient and medieval periods and the development of consumer cultures around the world. Findings Research findings support three conclusions: CM existed much earlier than often acknowledged; has emerged as a unique marketing discipline, strategically and tactically distinguishable from the others (e.g. advertising and sales promotion); and possesses objectives, strategies and tactics that have remained remarkably consistent in practice across the millennia. Originality/value The research supports several insights to the history of marketing and the practice of CM. Some of the CM strategies and tactics identified in this paper, for instance, have previously been concluded to be part of advertising’s history. Findings also reveal that many of advertising’s American pioneers actually used CM to persuade 19th-century businessmen to adopt widespread advertising. In addition, the emphasis on interactive, digital media in CM definitions offers a likely explanation for the recent enthusiasm behind CM as a response to global trends in consumer preferences and global competition, as well as why contemporary CM practitioners have often failed to recognize they are practicing a “new” discipline that has actually been in use for thousands of years.

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15

Crawford, Robert, and Matthew Bailey. "Speaking of research: oral history and marketing history." Journal of Historical Research in Marketing 10, no. 1 (February 19, 2018): 107–28. http://dx.doi.org/10.1108/jhrm-02-2017-0007.

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Purpose The purpose of this paper is to explore the value of oral history for marketing historians and provide case studies from projects in the Australian context to demonstrate its utility. These case studies are framed within a theme of market research and its historical development in two industries: advertising and retail property. Design/methodology/approach This study examines oral histories from two marketing history projects. The first, a study of the advertising industry, examines the globalisation of the advertising agency in Australia over the period spanning the 1950s to the 1980s, through 120 interviews. The second, a history of the retail property industry in Australia, included 25 interviews with executives from Australia’s largest retail property firms whose careers spanned from the mid-1960s through to the present day. Findings The research demonstrates that oral histories provide a valuable entry port through which histories of marketing, shifts in approaches to market research and changing attitudes within industries can be examined. Interviews provided insights into firm culture and practices; demonstrated the variability of individual approaches within firms and across industries; created a record of the ways that market research has been conducted over time; and revealed the ways that some experienced operators continued to rely on traditional practices despite technological advances in research methods. Originality/value Despite their ubiquity, both the advertising and retail property industries in Australia have received limited scholarly attention. Recent scholarship is redressing this gap, but more needs to be understood about the inner workings of firms in an historical context. Oral histories provide an avenue for developing such understandings. The paper also contributes to broader debates about the role of oral history in business and marketing history.

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16

Bass, A. "Marketing America." Radical History Review 2000, no. 76 (January 1, 2000): 232–39. http://dx.doi.org/10.1215/01636545-2000-76-232.

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17

Ogden, James R., Denise T. Ogden, and Karl Long. "Music marketing: A history and landscape." Journal of Retailing and Consumer Services 18, no. 2 (March 2011): 120–25. http://dx.doi.org/10.1016/j.jretconser.2010.12.002.

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18

French, Jeff. "The Importance of Social Marketing History." Social Marketing Quarterly 21, no. 4 (November 4, 2015): 191–93. http://dx.doi.org/10.1177/1524500415615007.

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19

Ferner, R. "A short history of pharmaceutical marketing." BMJ 345, no. 20 1 (November 20, 2012): e7801-e7801. http://dx.doi.org/10.1136/bmj.e7801.

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20

Kirkpatrick, Jerry. "Theory and history in marketing: Reply." Managerial and Decision Economics 6, no. 3 (September 1985): 186–88. http://dx.doi.org/10.1002/mde.4090060313.

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21

Runde, J. H. "Theory and history in marketing: Rejoinder." Managerial and Decision Economics 6, no. 3 (September 1985): 189–90. http://dx.doi.org/10.1002/mde.4090060314.

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22

Brown, Stephen. "Mesmerizing marketing: a compact cultural history." European Business Review 20, no. 4 (June 27, 2008): 350–63. http://dx.doi.org/10.1108/09555340810886611.

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23

Clark, Bruce H. "Assessing marketing performance: history and challenges." International Journal of Business Performance Management 2, no. 1/2/3 (2000): 42. http://dx.doi.org/10.1504/ijbpm.2000.000069.

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24

Tadajewski, Mark. "Editing The History of Marketing Thought." Journal of Historical Research in Marketing 1, no. 2 (July 10, 2009): 318–29. http://dx.doi.org/10.1108/17557500910974631.

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25

Wooliscroft, Ben, and Rob Lawson. "Teaching the history of marketing theory." Journal of Historical Research in Marketing 2, no. 4 (October 26, 2010): 467–78. http://dx.doi.org/10.1108/17557501011092501.

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26

Clark, Bruce H. "Marketing Performance Measures: History and Interrelationships." Journal of Marketing Management 15, no. 8 (November 1999): 711–32. http://dx.doi.org/10.1362/026725799784772594.

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27

Edwards, Chase J., Joshua S. Bendickson, Brent L. Baker, and Shelby J. Solomon. "Entrepreneurship within the history of marketing." Journal of Business Research 108 (January 2020): 259–67. http://dx.doi.org/10.1016/j.jbusres.2019.10.040.

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28

Merritt, R. K., T. Kamin, F. Hussenöder, and J. Huibregtsen. "The History of Social Marketing in Europe." Social Marketing Quarterly 23, no. 4 (October 2, 2017): 291–301. http://dx.doi.org/10.1177/1524500417732771.

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This article presents the ways in which social marketing has been used in Europe, the contribution it has made to tackling major health issues, and the challenges it has faced. The extent to which social marketing is used varies greatly across Europe, although the past decade has seen a rise in EU-wide funded Social Marketing Programs. Despite the inconsistent and rather sporadic use of social marketing in Europe, some of the European aid organizations continue to fund numerous social marketing programs in developing countries. The European social marketing community need to continue to work together to promote its value and gain continued political buy-in for the discipline.

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29

Schwarzkopf, Stefan. "Marketing history from below: towards a paradigm shift in marketing historical research." Journal of Historical Research in Marketing 7, no. 3 (August 17, 2015): 295–309. http://dx.doi.org/10.1108/jhrm-06-2015-0021.

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Purpose – The purpose of this article is to introduce the theme of this special issue. In doing so, the paper argues that marketing historical research is in need of a paradigmatic shift. Rather than privilege primary and secondary sources that preserve the perspectives and actions of corporate managers and of marketing academics, marketing historians need to open the historical narratives they construct much more than before to the experiences and voices of ordinary consumers, i.e. of those who actually shop and buy and choose. They also need to do more to incorporate into their narratives examples of the value-creation that consumers themselves enact, both inside and outside the sphere of the market. Design/methodology/approach – By reviewing the state of the marketing historical literature, this paper introduces the “History from Below” school of historical thought into marketing historical research. It also tests to what extent a stronger consumer focus might be able to enrich historical research in marketing. Findings – Although contemporary marketing historiography is characterized by a richness of themes and methodological approaches, there is still a marked difference between the way marketing academics and historians write the history of marketing and consumption. While, surprisingly, the former often tend to ignore the voices of ordinary consumers, the latter often lack the marketing-related “technical” knowledge to fully understand the significance of specific archival sources they discuss. This means that a genuine “People’s History of Marketing” has yet to be written. Research limitations/implications – Findings from the paper will be of value to marketing historians who wish to expand the scope and agenda of their research and help historical research move away from narrow managerial perspectives and other “privileged” accounts of marketing. Originality/value – This paper makes two original contributions. First, it introduces historiographical innovations associated with “History from Below” (social history) into marketing historical scholarship. Second, it attempts to help marketing historians identify alternative sets of primary and secondary sources, e.g. oral history archives, which would allow them to be much more optimistic about their own ability to reconstruct the perspectives of those whose voices are all too often ignored.

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30

Baig, Farah Naz. "Pediasure: children’s health problem now a history!" Emerald Emerging Markets Case Studies 6, no. 2 (June 14, 2016): 1–21. http://dx.doi.org/10.1108/eemcs-06-2015-0150.

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Subject area Advertising, Marketing Management, Integrated Marketing Communications. Study level/applicability Undergraduate third year/fourth year students. The case is positioned at the beginning of the course. Case overview The case aims to help the students in understanding the concepts of push and pull marketing in the nutritional supplement category which is different from the FMCG sector in terms of the decision-making process and consumer behavior. The brand is bought by the mother, consumed by the kids and endorsed by the doctors. The brand manager faces the dilemma of budget division on push vs pull marketing considering the previous back lash from the doctors when the company shifted toward pull marketing. Expected learning outcomes By the end of the case, the students should have understood the following concepts: push versus pull marketing, decision-making unit, decision-making process and customer acquisition vs retention efforts. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject code CSS 8: Marketing

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31

Moir, Alistair, Eve Read, and Sophie Towne. "The history of advertising trust archive." Journal of Historical Research in Marketing 9, no. 4 (November 20, 2017): 535–42. http://dx.doi.org/10.1108/jhrm-08-2017-0048.

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Purpose This paper aims to describe the archival holdings of the History of Advertising Trust Archives as a potential resource for marketing historians. Findings This paper provides a description of the History of Advertising Trust Archives and their value for marketing historians. Originality/value The paper introduces the History of Advertising Trust Archives to the readers of the Journal of Historical Research in Marketing.

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32

Edwards, Chase J., and Brent L. Baker. "Relational marketing throughout the history of commercial exchange: Blind spots in marketing’s origin story." Journal of Marketing Channels 26, no. 3 (April 29, 2020): 161–77. http://dx.doi.org/10.1080/1046669x.2020.1757977.

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33

Tadajewski, Mark. "Towards a history of critical marketing studies." Journal of Marketing Management 26, no. 9-10 (August 6, 2010): 773–824. http://dx.doi.org/10.1080/02672571003668954.

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34

Nevett, Terence. "The Uses of History in Marketing Education." Journal of Marketing Education 11, no. 2 (August 1989): 48–53. http://dx.doi.org/10.1177/027347538901100208.

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35

Runde, J. H. "Theory and history in marketing: A comment." Managerial and Decision Economics 6, no. 3 (September 1985): 183–85. http://dx.doi.org/10.1002/mde.4090060312.

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36

Witkowski, Terrence H. "In this Special Issue on Marketing History." Journal of Macromarketing 27, no. 1 (March 2007): 5–6. http://dx.doi.org/10.1177/0276146706296706.

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37

Shaw, Eric H., and D. G. Brian Jones. "A history of schools of marketing thought." Marketing Theory 5, no. 3 (September 2005): 239–81. http://dx.doi.org/10.1177/1470593105054898.

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38

Shaw, Eric H. "Reflections on The History of Marketing Thought." Journal of Historical Research in Marketing 1, no. 2 (July 10, 2009): 330–45. http://dx.doi.org/10.1108/17557500910974640.

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39

Hooley, Graham, Gordon Greenley, and Veronica Wong. "Marketing: A History of the Next Decade." Journal of Marketing Management 19, no. 5 (June 1, 2003): 517–22. http://dx.doi.org/10.1362/026725703322189922.

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40

Hollander, Stanley C., Terence R. Nevett, and Ronald A. Fullerton. "The history of marketing thought: Editors’ introduction." Journal of the Academy of Marketing Science 18, no. 4 (September 1990): 267–68. http://dx.doi.org/10.1007/bf02723910.

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41

Kerin, Roger A. "In Pursuit of an Ideal: The Editorial and Literary History of the Journal of Marketing." Journal of Marketing 60, no. 1 (January 1996): 1–13. http://dx.doi.org/10.1177/002224299606000101.

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The occasion of the diamond jubilee for the Journal of Marketing affords an opportunity to chronicle its editorial and literary history in pursuit of an ideal, namely, the advancement of science and practice in marketing. This ideal has been expressed in different ways, variously manifested in over 3000 published articles during the past 60 years, and most recently embodied in the Journal of Marketing's transformation into a scholarly-professional journal. The narration and explanation of this transformation is the subject of the author's commemorative essay.

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42

Baker, Michael J. "The lessons of history." Marketing Intelligence & Planning 24, no. 1 (January 2006): 7–14. http://dx.doi.org/10.1108/02634500610641525.

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43

Rassuli, Katfhleen M., and Michael J. Tippins. "History and Cyberspace: A Marketing History of the CD-ROM Book Industry." Journal of Macromarketing 17, no. 1 (June 1997): 89–106. http://dx.doi.org/10.1177/027614679701700109.

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44

Gardeström, Elin. "Propaganda as marketing." Journal of Historical Research in Marketing 10, no. 4 (November 19, 2018): 478–93. http://dx.doi.org/10.1108/jhrm-11-2017-0071.

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Purpose This study aims to analyze the use of two concepts, propaganda and advertisement, in two areas of Swedish society during the 1930s; first, their use by the advertisement business, and second, their use by the Swedish Cooperative Union and Wholesale Society. Design/methodology/approach By adopting a perspective of conceptual history, inspired by Reinhart Koselleck, the author is trying to pinpoint the meanings that were ascribed to these concepts in a 1930s context, the interdependency between these concepts and other keywords that were used in connection with them. Findings The study reveals how the ambiguous and synonymous use of these concepts served different purposes in the two fields of study. In the 1930s, propaganda was a key concept of communication and was used in manifold ways for selling goods and disseminating ideas. Propaganda was used to explain the newly introduced American marketing terminology. During the 1930s, the field of advertisement was trying to change what previously had been labeled as “idea propaganda” into “advertisement.” The ambiguous use of concepts made it possible for the Swedish Cooperative Union and Wholesale Society to combine advertisement for their produced goods with disseminating ideas of the cooperative ideology. The concepts of enlightenment (upplysning) and propaganda were crucial to hold together the ideological and commercial parts of the cooperative movement. Originality/value The interaction of meanings between commercial and political concepts is rarely researched in conceptual history or marketing history, which this article advocates to be an important field of study.

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45

Seymour, Tom, Dean Frantsvog, and Satheesh Kumar. "History Of Search Engines." International Journal of Management & Information Systems (IJMIS) 15, no. 4 (September 12, 2011): 47. http://dx.doi.org/10.19030/ijmis.v15i4.5799.

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As the number of sites on the Web increased in the mid-to-late 90s, search engines started appearing to help people find information quickly. Search engines developed business models to finance their services, such as pay per click programs offered by Open Text in 1996 and then Goto.com in 1998. Goto.com later changed its name to Overture in 2001, and was purchased by Yahoo! in 2003, and now offers paid search opportunities for advertisers through Yahoo! Search Marketing. Google also began to offer advertisements on search results pages in 2000 through the Google Ad Words program. By 2007, pay-per-click programs proved to be primary money-makers for search engines. In a market dominated by Google, in 2009 Yahoo! and Microsoft announced the intention to forge an alliance. The Yahoo! & Microsoft Search Alliance eventually received approval from regulators in the US and Europe in February 2010. Search engine optimization consultants expanded their offerings to help businesses learn about and use the advertising opportunities offered by search engines, and new agencies focusing primarily upon marketing and advertising through search engines emerged. The term "Search Engine Marketing" was proposed by Danny Sullivan in 2001 to cover the spectrum of activities involved in performing SEO, managing paid listings at the search engines, submitting sites to directories, and developing online marketing strategies for businesses, organizations, and individuals. Some of the latest theoretical advances include Search Engine Marketing Management (SEMM). SEMM relates to activities including SEO but focuses on return on investment (ROI) management instead of relevant traffic building (as is the case of mainstream SEO). SEMM also integrates organic SEO, trying to achieve top ranking without using paid means of achieving top in search engines, and PayPerClick SEO. For example some of the attention is placed on the web page layout design and how content and information is displayed to the website visitor.

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46

Hollander, Stanley C., and Kathleen M. Rassuli. "From the History Section Editors." Journal of Macromarketing 16, no. 2 (December 1996): 69. http://dx.doi.org/10.1177/027614679601600206.

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Hollander, Stanley C. "From the History Section Editor." Journal of Macromarketing 17, no. 1 (June 1997): 88. http://dx.doi.org/10.1177/027614679701700108.

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48

Hollander, Stanley C., and Kathleen M. Rassuli. "From the History Section Editors." Journal of Macromarketing 17, no. 2 (December 1997): 65–66. http://dx.doi.org/10.1177/027614679701700206.

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49

Scola, Zach, and Brian S. Gordon. "Exploring retro marketing with sport marketing professionals." Sport, Business and Management: An International Journal 9, no. 3 (July 8, 2019): 284–300. http://dx.doi.org/10.1108/sbm-06-2018-0046.

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Purpose The purpose of this paper is to expand our understanding of retro marketing in sport through the perspective of sport marketers. Design/methodology/approach Fourteen sport marketers involved in their team’s marketing and utilized retro participated in topical interviews. Interviews were transcribed and open coded to find themes around how retro marketing is utilized and why the marketers think it may be effective. Findings This study discovered prominent themes explaining how retro marketing is implemented (changing marks and jerseys, celebrating anniversaries, milestones and past players and retro nights) and why it may be effective (nostalgia, retro design appeal and connection to the team’s lived history). Originality/value Despite the coverage of retro marketing in popular press, little is understood in the academic field. This current study should expand our understanding of retro marketing in sport and be effective in aiding future scholars who investigate retro marketing in sport.

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50

McCabe, Catherine, and Katherine M. Grant. "Making Marketing History: an Interdisciplinary Team Teaching Approach." Marketing Education Review 17, no. 1 (March 2007): 15–20. http://dx.doi.org/10.1080/10528008.2007.11488982.

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