Foundations of Marketing Thought The Influence of the German Historical School

Table of Contents

List of Figures and Tables

Preface

Acknowledgements

Chapter One: Introduction

Historical Research in Marketing

Collegiate Education for Business – and Marketing

The Emerging Marketing Discipline

Origins in Economic Thought

Method and Overview

Conclusion

Chapter Two: The German Historical School of Economics

Introduction

The Migration of American Students to Germany

Science in the Service of Industry

The German Historical School of Economics

The Older School

The Younger School

Influence of the German Historical School of Economics

Conclusion

Chapter Three: Foundations of Marketing Thought at the University of Wisconsin

Introduction

The Conditions of Possibility for Richard T. Ely at Wisconsin

Ely Arrives at Wisconsin

Back to Classical Economics and Beyond

Ely’s Trial: Economic Heresy

Wisconsin Students of the German Historical School

Edward David Jones

Henry Charles Taylor

Economics and Commerce at Wisconsin

Conclusion

Chapter Four: Foundations of Marketing Thought at the University of Illinois

Introduction

Simon Litman and the Foundations of Marketing Thought

University of California (1902 – 1908)

University of Illinois (1908 – 1948)

Conclusion

Appendix 4.1 Outline of "Mechanism & Technique of Commerce"

Chapter Five: Foundations of Marketing Thought at the University of Birmingham, UK

Introduction

William James Ashley (1860 – 1927)

Business Education in Britain

Ashley – Economic Historian and Business Educator

Moving to Birmingham

Business Economics and Marketing

Teaching Commercial Policy (Marketing):

"Business Poli

Biography

D.G. Brian Jones is the founding Editor of the Journal of Historical Research in Marketing and co-editor of the Routledge Studies in the History of Marketing. His research focuses on the history of marketing thought and has been published widely.

Mark Tadajewski is the Editor of the Journal of Marketing Management, an Associate Editor of the Journal of Historical Research in Marketing, the co-editor of the Routledge Studies in Critical Marketing and the Routledge Studies in the History of Marketing series.

The Foundations of Marketing Thought: The Influence of the German Historical School provides a fitting prequel and welcome addition to Bartels’ renowned History of Marketing Thought. Foundations significantly extends Bartels’ intellectual genesis of marketing in the academy to the teachers who influenced the earliest pioneers of marketing thought in the United States as well as the United Kingdom. The authors also offer extensive new details into the lives and careers of the marketing pioneers themselves. The book delivers a superbly illuminating origin story of academic marketing. As such, this work belongs on every marketing historian’s bookshelf.

Erik Shaw, Professor of Marketing, College of Business, Florida Atlantic University, USA.

Which intellectual traditions influenced significantly the approaches of the founders of the marketing discipline in the early 1900s? In Foundations of Marketing Thought, D. G. Brian Jones and Mark Tadajewski present detailed, well-sourced, and careful arguments that show that the German Historical School was much more influential than has hitherto been documented, or even acknowledged. No serious student of marketing’s intellectual history can—or should—ignore Foundations’ arguments.

Shelby D. Hunt, The Jerry S. Rawls and P.W. Horn Professor of Marketing, Rawls College of Business Administration, Texas Tech University, USA.

This path breaking monograph will almost certainly have a revolutionary impact on our understanding of the early history of marketing thought. Drawing upon their painstaking archival research, Tadajewski and Jones reveal areas where Bartels, previously the unquestioned authority in this area, was incomplete in his coverage and, as regards the importance of the German Historical School, just plain wrong. The myriad of linkages that existed between that School of Thought and American