This collection of articles deal with marketing history and the history of marketing thought, placing these subjects within a marketing management context. Despite the crucial role that historical research can play in expanding our understanding of marketing, studies of the history of marketing are thin on the ground. This volume aims to address this gap. Topics include the history of the Boston Consulting Group’s growth-share matrix, branding, the emergence of marketing schools of thought, managerialism, the marketing concept, relationship marketing, scientific management and marketing, and critical marketing studies. The introduction discusses the three themes that run through the collection: historical method, marketing history, and the history of marketing thought.
This book was originally published as a special issue of the Journal of Marketing Management.
Introduction Mark Tadajewski and D.G. Brian Jones
Part I: Method and Justification of Historical Research in Marketing
1. Historical Perspective in Marketing Management, Explicating Experience Nico J. Vink
Part II: Marketing History (Management Practice)
2. Boxing up or Boxed in?: A Short History of the Boston Consulting Group Share/ Growth Matrix Alan Morrison and Robin Wensley
3. An Exercise in Early Modern Branding Ruth Herman
Part III: History of Marketing Thought
4. Marketing and Conflicting Dates for its Emergence: Hotchkiss, Bartels, the ‘Fifties School’ and Alternative Accounts Michael Enright
5. Parallel Universes and Disciplinary Space: The Bifurcation of Managerialism and Social Science in Marketing Studies Chris Hackley
6. Eventalizing the Marketing Concept Mark Tadajewski
7. Reading ‘The Marketing Revolution’ Through the Prism of the FBI Mark Tadajewski
8. Scientific Marketing Management and the Emergence of the Ethical Marketing Concept Mark Tadajewski and D.G. Brian Jones
9. Towards a History of Critical Marketing Studies Mark Tadajewski
The Journal of Marketing Management was founded in 1985 by Michael J. Baker to provide a forum for the exchange of the latest research ideas and best practice in the field of marketing as a whole, in an accessible way.
Currently edited by Mark Tadajewski, the Journal of Marketing Management is the official Journal of the Academy of Marketing, and has a global reputation for publishing path-breaking and original contributions which blend the best of theory and practice. JMM seeks to meet the needs of a wide but sophisticated audience, and includes contributions that further our knowledge of marketing management, as well as research that takes marketing management and the managerial agenda of marketing thought as an object of intellectual scrutiny in its own right. It seeks to meet the needs of a wide but sophisticated audience comprising senior marketing executives and their advisors, senior line managers, teachers and researchers in marketing, and undergraduate and postgraduate students of the subject.
The Key Issues in Marketing Management book series contains a wide range of the journal’s special issues. These special issues are an important contribution to the work of the journal, where leading theoreticians and practitioners bring together articles dedicated to a key topic in the industry. Through publishing these special issues as a series of books, Westburn Publishers and Taylor & Francis hope to allow a wider audience of scholars, students and professionals to engage with the work of the Journal of Marketing Management.