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