© 2012 – Routledge
192 pages | 11 B/W Illus.
Pioneers in Marketing: A Collection of Biographical Essays discusses eight historically important marketing scholars whose careers collectively spanned over 100 years. An introductory chapter describes the role of biography in the study of marketing thought, and introduces the eight subjects in this collection. Subsequent chapters describe the lives of Edward David Jones, Simon Litman, Henry Charles Taylor, Percival White, George Burton Hotchkiss, Theodore N. Beckman, David D. Monieson, and William R. Davidson, focusing on their intellectual and professional contributions to the marketing discipline. The biographies are based on rare archival materials, some personal interviews, and analysis of the subjects’ major works. The final chapter draws lessons from the collection for marketing students and teachers. Several important discoveries are reported that suggest opportunities for further research. These stories will inform and inspire students of marketing.
‘Jones’ study of the pioneers of marketing theory and practice reveals the complex philosophical underpinnings of the discipline, highlighting the impact of the socio-cultural environment on the way scholars have reflected on marketing and reinserts forgotten pioneers into our disciplinary consciousness.’ – Mark Tadajewski, University of Leicester, UK
‘This carefully crafted set of biographies of marketing "thought leaders" deepens our understanding of the history of academic marketing. This collection is essential reading for those interested in the history of marketing thought. The book is concise, exceedingly well written and all but unique in its use of archival sources to provide a more complete picture of its subjects.’ – Stan Shapiro, Simon Fraser University, Canada
1. Biography and the History of Marketing Thought 2. Edward David Jones (1870-1944): The First Professor of Marketing 3. Simon Litman (1873-1965): Pioneer in International Marketing 4. Henry Charles Taylor (1873-1969): The Father of Agricultural Marketing 5. Percival White (1887-1970): Marketing Engineer 6. George Burton Hotchkiss (1884-1953): A Pioneer in Advertising 7. Theodore N. Beckman (1895-1973): Mr. Wholesaling 8. David D. Monieson (1927-2008): Philosopher and Pragmatist 9. William R. Davidson (1919-): Mr. Retailing 10. Lessons from Pioneers in Marketing Notes Bibliography Index
Management and business studies are firmly established as a popular, important and significant area of study in the academic world. Bringing together theories and thought from a wide range of disciplines, this series features cutting -edge research addressing all the major issues in business and management today, helping to define and advance the field.