The Routledge Companion to Marketing History: 1st Edition (Hardback) book cover

The Routledge Companion to Marketing History

1st Edition

Edited by D.G. Brian Jones, Mark Tadajewski


464 pages | 20 B/W Illus.

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The Routledge Companion to Marketing History is the first collection of readings that surveys the broader field of marketing history, including the key activities and practices in the marketing process.

With contributors from leading international scholars working in marketing history, this companion provides nine country-specific histories of marketing practice as well as a broad analysis of the field, including: the histories of advertising, retailing, channels of distribution, product design and branding, pricing strategies, and consumption behavior. While other collections have provided an overview of the history of marketing thought, this is the first of its kind to do so from the perspective of companies, industries, and even whole economies.

The Routledge Companion to Marketing History ranges across many countries and industries, engaging in substantive detail with marketing practices as they were performed in a variety of historical periods extending back to ancient times. It is not to be missed by any historian or student of business.


‘These intriguing surveys of marketing history cover a broad geographic, conceptual, and historic range and should pique curiosities to learn more about the interlinked patterns of trade, marketing, and consumption that have long shaped our world.’ - Russell Belk, York University Distinguished Professor of Marketing and Kraft Foods Canada Chair in Marketing, Canada

‘Brilliantly conceptualized, expertly researched, and well written, The Routledge Companion to Marketing History offers cutting-edge essays on historical and international aspects of marketing theory. This important book should be required reading for scholars in marketing and consumer-related fields!’ - Inger L Stole, Professor of Communication, University of Illinois at Urbana-Champaign, USA

‘Both marketing academics and students are showing an increasing interest in understanding the historical background of marketing practice and marketing thought. Brian Jones and Mark Tadajewski have done an outstanding job of preparing a volume that is truly a "companion" for advancing historical scholarship and historical understanding.’ - Shelby D. Hunt, The Jerry S. Rawls and P.W. Horn Professor of Marketing, Rawls College of Business Administration, Texas Tech University, USA

‘Readers will find that this valuable Companion volume provides ready access to formative and definitive contributions of leading Marketing History and History of Marketing Thought scholars, filling an existing void. Professors Jones and Tadajewski once again contribute very meaningfully to our understanding and appreciation of the neglected marketing history area.’ - William Lazer, Professor Emeritus, Michigan State University, USA

Table of Contents

1. The History of Marketing Practice (Mark Tadajewski and D.G. Brian Jones) 2. Ancient and Medieval Marketing (Eric H. Shaw) 3. A History of Consumption in the United States (Terrance H. Witkowski) 4. In Search of the Consumer: the History of Market Research from 1890 to 1960 (Stefan Schwarzkopf) 5. Segmentation in Practice: an Historical Overview of the 18th and 19th Centuries (Ronald A. Fullerton) 6. A History of Brand Identity Protection and Brand Marketing (Ross D. Petty) 7. History of Packaging (Diana Twede) 8. Distributive Orders: The Evolution of North American Retailing (Barry E.C. Boothman) 9. The Study of British Retail History: Progress and Agenda (Andrew Alexander) 10. History of Channels of Distribution (Robert D. Tamilia) 11. A History of Advertising and Sales Promotion (Fred K. Beard) 12. History of Selling and Sales Management (Thomas L. Powers) 13. In Search of Macromarketing History: 18th Century England as a Case in Point (Stanley Shapiro) 14. U.S. Antitrust Law and the Practice of Marketing (Ross D. Petty) 15. EU Competition Law and the Practice of Marketing (Andrew D. Pressey) 16. More Than Froth and Bubble: Marketing in Australia, 1788 – 1969 (Robert Crawford) 17. Marketing History in Britain: From the Ancient to Internet Eras (Richard A. Hawkins) 18. Pre-Confederation Canadian Marketing History (Leighann C. Neilson and Delphin A. Muise) 19. A History of Modern Marketing in China (Zhihong Gao) 20. Towards Marketing Management: German Marketing in the 19th and 20th Centuries (Ingo Köhler and Jan Logemann) 21. History of Marketing in India (Hari Sreekumar and Rohit Varman) 22. Marketing History in Japan: Changes in Channel Leadership (Yumiko Toda) 23. A History of Danish Advertising, Market Research, and Retailing: 1920 – 1960 (Erik Kloppenborg Madsen) 24. The History of Marketing in Russia (Karen F.A. Fox)

About the Editors

D. G. Brian Jones is Professor of Marketing and Advertising at Quinnipac University, USA.

Mark Tadajewski is Professor of Marketing at Durham University, UK.

About the Series

Routledge Companions in Business, Management and Accounting

Routledge Companions in Business, Management and Accounting are prestige reference works which provide an overview of a whole subject area or sub-discipline. These books survey the state of the discipline including emerging and cutting edge areas. Providing a comprehensive, up to date, definitive work of reference, Routledge Companions can be cited as an authoritative source on the subject.

Edited by an array of highly regarded scholars, these volumes also benefit from teams of contributors which reflect an international range of perspectives. Individually, Routledge Companions in Business, Management and Accounting provide an impactful one-stop-shop resource for each theme covered. Collectively, they represent a comprehensive learning and research resource for researchers, postgraduate students and reflective practitioners.

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Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / Marketing / Research
BUSINESS & ECONOMICS / Corporate & Business History
HISTORY / Reference