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Routledge Studies in the History of Marketing


About the Series

It is increasingly acknowledged that a knowledge 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, and 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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Foundations of Marketing Thought: The Influence of the German Historical School

Foundations of Marketing Thought: The Influence of the German Historical School

1st Edition

D.G. Brian Jones, Mark Tadajewski
December 14, 2017

The study and teaching of marketing as a university subject is generally understood to have originated in America during the early 20th century emerging as an applied branch of economics. This book tells a different story describing the influence of the German Historical School on institutional...

Pioneering African-American Women in the Advertising Business: Biographies of MAD Black WOMEN

Pioneering African-American Women in the Advertising Business: Biographies of MAD Black WOMEN

1st Edition

Judy Foster Davis
October 26, 2017

Much has been written about the men and women who shaped the field of advertising, some of whom became legends in the industry. However, the contributions of African-American women to the advertising business have largely been omitted from these accounts. Yet, evidence reveals that some...

A History of American Consumption: Threads of Meaning, Gender, and Resistance

A History of American Consumption: Threads of Meaning, Gender, and Resistance

1st Edition

Terrence H. Witkowski
September 19, 2017

The United States has been near the forefront of global consumption trends since the 1700s, and for the past century and more, Americans have been the world’s foremost consuming people. Informed and inspired by the literature from consumer culture theory, as well as drawing from numerous studies in...

The Foundations of Marketing Practice: A history of book marketing in Germany

The Foundations of Marketing Practice: A history of book marketing in Germany

1st Edition

Ronald A. Fullerton
December 14, 2015

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...

On The Origins of Self-Service

On The Origins of Self-Service

1st Edition

Franck Cochoy
August 11, 2015

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...

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