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.
Most marketing scholars implicitly consider independent merchants as conservative and passive actors, and study the modernization of retailing via department stores, chains and supermarkets. In this innovative study, Franck Cochoy challenges this perspective and takes a close look at the…
Hardback – 2015-08-11
Routledge Studies in the History of Marketing