Historical Research in Marketing Management

Mark Tadajewski, D.G. Brian Jones

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English

Routledge
18 September 2018

Sales & marketing management; Market research

Series: Key Issues in Marketing Management

This collection of articles deal with marketing history and the history of marketing thought, placing these subjects within a marketing management context. Despite the crucial role that historical research can play in expanding our understanding of marketing, studies of the history of marketing are thin on the ground. This volume aims to address this gap. Topics include the history of the Boston Consulting Group’s growth-share matrix, branding, the emergence of marketing schools of thought, managerialism, the marketing concept, relationship marketing, scientific management and marketing, and critical marketing studies. The introduction discusses the three themes that run through the collection: historical method, marketing history, and the history of marketing thought.

This book was originally published as a special issue of the Journal of Marketing Management.

Edited by: Mark Tadajewski, D.G. Brian Jones
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 246mm, Width: 174mm,
Weight: 408g
ISBN: 9780367002152
ISBN 10: 0367002159
Series: Key Issues in Marketing Management
Pages: 218
Publication Date: 18 September 2018
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Paperback
Publisher's Status: Active

Introduction Section One: Method and Justification of Historical Research in Marketing 1. Historical Perspective in Marketing Management, Explicating Experience Section Two: Marketing History (Management Practice) 2. Boxing up or Boxed in?: A Short History of the Boston Consulting Group Share/ Growth Matrix 3. An Exercise in Early Modern Branding Section Three: History of Marketing Thought 4. Marketing and Conflicting Dates for its Emergence: Hotchkiss, Bartels, the ‘Fifties School’ and Alternative Accounts 5. Parallel Universes and Disciplinary Space: The Bifurcation of Managerialism and Social Science in Marketing Studies 6. Eventalizing the Marketing Concept 7. Reading ‘The Marketing Revolution’ Through the Prism of the FBI 8. Scientific Marketing Management and the Emergence of the Ethical Marketing Concept 9. Towards a History of Critical Marketing Studies

Mark Tadajewski is Professor of Marketing at the University of Durham, UK. He is the Co-Editor of the Journal of Marketing Management and the author of various books and articles. D.G. Brian Jones is Professor of Marketing at Quinnipiac University, USA. He is Editor of the Journal of Historical Research in Marketing, author of Pioneers in Marketing (2012), and co-editor with Mark Tadajewski of the three-volume set of readings titled The History of Marketing Thought (2008).