The Foundations of Marketing Practice: A history of book marketing in Germany, 1st Edition (Hardback) book cover

The Foundations of Marketing Practice

A history of book marketing in Germany, 1st Edition

By Ronald A. Fullerton


202 pages

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Hardback: 9781138848221
pub: 2015-12-14
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pub: 2015-12-22
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Between 1815 and 1890, the German book market experienced phenomenal growth, driven by German publishers’ dynamic entrepreneurial attitude towards developing and distributing books. Embracing aggressive marketing on a large scale, they developed a growing sense of what their markets wanted. This study, based almost entirely upon primary sources including over seventy years of trade newspapers, is an in depth account of how and why this market developed—decades before there was any written theory about marketing.

This book is therefore about both marketing practice and marketing theory. It provides a uniquely well-researched account of how markets were developed in very sophisticated ways long before there was a formal discipline of marketing: for example, German publishers used segmentation at least 150 years before the first US articles on the subject appeared. Much of their experience was also shared by the UK and US book markets through international interactions between booksellers and other businessmen.

All scholars of marketing will find this historical account a fascinating insight into markets and marketing, This will also be of interest to social historians, scholars of German history, book trade and book trade historians.


'Few others alive today "do" marketing history as well as Ron Fullerton. In addition to being an intellectual tour de force as regards nineteenth century German book publishing, Foundations is also an important scholarly contribution that all but demolishes the long prevailing ethnocentric view of marketing management as a product of mid-1950s America.' - Stanley J. Shapiro, Professor Emeritus, Simon Fraser University, Canada

'In a delightful piece of historical scholarship, Ron Fullerton has produced a splendid read about the application of the marketing mix to the German book trade. Dr. Fullerton’s book is particularly fascinating because the sophisticated use of marketing tools and techniques that he so clearly describes occurred in the nineteenth century before the advent of "so called" modern marketing of the twentieth century. A must read for marketing historians.' - Eric Shaw, Emeritus Professor, Florida Atlantic University, USA

Table of Contents

Introduction: The Role of Marketing in the Growth of the German Book Markets, 1815-1890. 1. Separate, Distinct, Both Sluggish: The German book markets at the close of the Napoleonic Wars, 1815-1820. 2. The Regular Book Market Explodes, 1820-1843. 3. Engines of Growth: Dynamic and entrepreneurial marketing 1820-1843. 4. The Mass Book Market, 1820-1870. 5. The Decline and Recovery of the Regular Trade, 1843-1866. 6. The Book Market of the Regular Trade at Mid-Century, 1843-1866 7. Good Times, 1867-1888: The middle and upper class book market after mid-century. 8. The Mass Book Market Explodes, 1870-1890. Conclusion: The Role of Dynamic High Capitalist Marketing Practice in the German Book Markets

About the Author

Ronald A. Fullerton is an independent scholar living in Toronto, Canada, having held academic appointments around the globe including American University in Cairo, University of the South Pacific, Emory University, the University of Massachusetts, Visiting Professor at Quinnipiac University in the USA and most recently at California State University, Northridge, USA. He is editor of two collections of readings on marketing history - Research in Marketing: Explorations in the History of Marketing, and Historical Perspectives in Marketing. He has published over 100 book chapters and articles which have appeared in, among other publications, the Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Business Research, Journal of Macromarketing, Journal of Advertising, Marketing Theory, Journal of Consumer Behavior, Journal of Social History, and Journal of Historical Research in Marketing. He serves on the Editorial Advisory Boards of the Journal of Historical Research in Marketing, European Business Review, and Journal of Macromarketing. He holds a PhD in History from the University of Wisconsin.

About the Series

Routledge Studies in the History of Marketing

It is increasingly acknowledged that an awareness of marketing history and the history of marketing thought is relevant for all levels of marketing teaching and scholarship. Marketing history includes, but is not limited to, the histories of advertising, retailing, channels of distribution, product design and branding, pricing strategies, and consumption behaviour – all studied from the perspective of companies, industries, or even whole economies. The history of marketing thought examines marketing ideas, concepts, theories, and schools of marketing thought including the lives and times of marketing thinkers.

This series aims to be the central location for the publication of historical studies of marketing theory, thought and practice, and welcomes contributions from scholars from all disciplines that seek to explore some facet of marketing and consumer practice in a rigorous and scholarly fashion. It will also consider historical contributions that are conceptually and theoretically well-conceived, that engage with marketing theory and practice, in any time period, in any country.

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Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / Consumer Behavior
BUSINESS & ECONOMICS / Marketing / Research
BUSINESS & ECONOMICS / Corporate & Business History