Journal of Historical Research in Marketing最新文献

{"title":"The Knack of Selling: scientific salesmanship, relational themes and military metaphors in early marketing thought","authors":"M. Tadajewski, D. G. Jones","doi":"10.1108/jhrm-10-2019-0035","DOIUrl":"https://doi.org/10.1108/jhrm-10-2019-0035","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to provide an historical analysis of an important early contribution to the history of marketing thought literature – the six-book series titled The Knack of Selling – which was published in 1913 and intended as an early training course for salesmanship.\u0000\u0000\u0000Design/methodology/approach\u0000This research utilized a close, systematic reading of The Knack of Selling series and places it in the professional and intellectual context of the early twentieth century. Books published about marketing are primary source materials for any study of the history of marketing thought. In this case, The Knack series constitutes significant primary source material for a study of early thinking about personal selling.\u0000\u0000\u0000Findings\u0000Echoing A.W. Shaw, Watson offers a more sophisticated interpretation of the “one best way” approach associated with Frederick Taylor. Watson’s advice did not entail the repetition of canned sales talks to each customer. His vision of practice was more complicated. Sales presentations were temporally and locationally relative. They were subject to ongoing evolution. As the marketplace changed, as customer needs and interests shifted, so did organizational and salesperson performances. To keep sales talks relevant to the consumer, personnel were encouraged to undertake rudimentary ethnographic research and interviews. Unusually, there is oscillation in the way power relations between marketer and customer were described. While relational themes are present, so are military metaphors.\u0000\u0000\u0000Originality/value\u0000This is the first systematic reading of The Knack of Selling that has been produced. It is an important contribution to the literature inasmuch as this book set is not in wide circulation. The material itself was significant as an input into scholarship subsequently hailed as seminal within sales management.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2020-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/jhrm-10-2019-0035","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46380455","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"William A. Shryer, scientific advertising, habits and motivation research","authors":"M. Tadajewski","doi":"10.1108/jhrm-10-2019-0037","DOIUrl":"https://doi.org/10.1108/jhrm-10-2019-0037","url":null,"abstract":"This paper examines a neglected stream of literature in marketing theory which engaged with the idea that there was more to consumer behavior than conscious and rational thought.,This is a close reading of the core themes that appear in William A. Shryer’s work. Linkages are made to other pertinent sources.,We extend McMahon’s (1972) study and offer a different reading of Shryer’s writing to that proffered in recent commentary by Tadajewski (2019), focusing on the managerial side of Shryer’s publications, connecting this to the theoretically innovative foundations based on normal and abnormal psychology. We respond to the suggestion proposed by McMahon (1972) that Shryer was an early pioneer of motivation research, largely in the affirmative.,We provide an alternative interpretation of Shryer’s writing, connecting this to an emergent “advertising science” and subsequently to contemporary strands of literature that have a “family resemblance” to his contributions. These include salient aspects of motivation research; crowd and habitual behavior; mindlessness and social cognition; and finally, empirical examinations of cumulative value theory.","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2020-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/jhrm-10-2019-0037","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43581651","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The founding five: transformational leadership in the New York League of Advertising Women’s club, 1912–1926","authors":"Jeanie Wills, Krystl Raven","doi":"10.1108/jhrm-04-2019-0015","DOIUrl":"https://doi.org/10.1108/jhrm-04-2019-0015","url":null,"abstract":"This paper uses archival documents to begin to recover a history of women’s leadership in the advertising industry. In particular, this paper aims to identify the leadership styles of the first five presidents of the New York League of Advertising Women’s (NYLAW) club. Their leadership from 1912 to 1926 set the course for and influenced the culture of the New York League. These five women laid the foundations of a social club that would also contribute to the professionalization of women in advertising, building industry networks for women, forging leadership and mentorship links among women, providing advertising education exclusively for women and, finally, bolstering women’s status in all avenues of advertising. The first five presidents were, of course, different characters, but each exhibited the traits associated with “transformational leaders,” leaders who prepare the “demos” for their own leadership roles. The women’s styles converged with their situational context to give birth to a women’s advertising club that, like most clubs, did charity work and hosted social events, but which was developed by the first five presidents to give women the same kinds of professional opportunities as the advertising men’s clubs provided their membership. The first five presidents of the Advertising League had strong prior professional credibility because of the careers they had constructed for themselves among the men who dominated the advertising field in the first decade of the 20th century. As presidents of the NYLAW, they advocated for better jobs, equal rights at work and better pay for women working in the advertising industry.,This paper draws on women’s advertising archival material from the Schlesinger Library, Radcliffe and Wisconsin Historical Society to argue that the five founding mothers of the NYLAW provided what can best be described as transformational feminist leadership, which resulted in building an effective club for their members and setting it on a trajectory of advocacy and education that would benefit women in the advertising industry for the next several decades. These women did not refer to themselves as “leaders,” they probably would not have considered their work in organizing the New York club an exercise in leadership, nor might they have called themselves feminists or seen their club as a haven for feminist work. However, by using modern leadership theories, the study can gain insight into how these women instantiated feminist ideals through a transformational leadership paradigm. Thus, the historical documents provide insight into the leadership roles and styles of some of the first women working in American advertising in the early parts of the 20th century.,Archival documents from the women’s advertising clubs can help us to understand women’s leadership practices and to reconstruct a history of women’s leadership in the advertising industry. Eight years before women in America could vote, the first five presidents sha","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2020-05-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/jhrm-04-2019-0015","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49421240","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Maslow’s model of needs: application to Cunard and White Star marketing communications between 1900 and the 1950s","authors":"G. Gladden","doi":"10.1108/jhrm-11-2018-0053","DOIUrl":"https://doi.org/10.1108/jhrm-11-2018-0053","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to analyse Cunard’s marketing communications during a period of significant social and economic change. The intention is to show, firstly, how the company sought to meet and influence potential passengers’ understanding of their travel needs and, secondly, how these would be met.\u0000\u0000\u0000Design/methodology/approach\u0000The companies’ marketing communications are analysed using Maslow’s hierarchy. This is a well known descriptor of human needs.\u0000\u0000\u0000Findings\u0000Beyond a description and review of Cunard’s advertising, Maslow’s model of needs is shown to provide a rationale to the company’s approach. In particular, it gives an understanding of the continued, though changing, use of images of the ship to meet the needs of different cohorts of passengers. It shows how carefully constructed images in both word and picture assuaged passengers’ concerns over social needs and how the company promised to meet the highest needs, whether that be for the holiday maker or the emigrant.\u0000\u0000\u0000Research limitations/implications\u0000During much of the period under discussion, much of the advertising design work was done in house. Though none of these files have survived, other sources of information (for example, house magazines and internal correspondence) provide an understanding of Cunard’s attitude to its customers and the business opportunities it saw in a changing market. Where specific dates for documents are not available, a chronology of ship building and use has been applied.\u0000\u0000\u0000Practical implications\u0000This paper shows how a well-established model can be used in a different way, adding to the understanding of a company adapting to changing social and economic conditions.\u0000\u0000\u0000Originality/value\u0000To the best of author’s knowledge, this is the first time that Maslow’s hierarchy has been used explicitly as a tool to analyse marketing and advertising material. Though the existing literature includes some discussion of shipping line posters visual content, there is little further discussion of their content or purpose in a changing social context. This paper provides a more structured analytical view.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2020-05-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/jhrm-11-2018-0053","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44113838","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Constructing a partially formalized general theory of the marketing system: insights from the history of marketing thought","authors":"Eric H. Shaw","doi":"10.1108/jhrm-11-2019-0046","DOIUrl":"https://doi.org/10.1108/jhrm-11-2019-0046","url":null,"abstract":"The purpose of this paper is to construct a general theory of the marketing system that addresses the fundamental question: why do marketing systems occur, survive and grow?,The approach integrates the concepts and constructs contained in special and mid-range theories, scattered throughout the history of marketing thought, into a logically coherent set of propositions (including definitions, axioms, theorems, scientific laws, bridge laws and hypotheses) that comprise a general theory of the marketing system.,The theoretical answer to why marketing systems arise, survive and grow is because marketing systems offer the most efficient mechanism for supplying products and services that people demand, thereby increasing economic growth, compared to the opportunity costs of alternative methods of acquisition. Based on just two (of several) marketing efficiency theorems, if the input costs of trading decline (law of reduced transaction costs) and/or the output value increases (law of bulk transactions), then marketing system efficiency rises. This creates an upward spiraling cycle: increasing the extent of the market (law of market size), proliferating opportunities for increasing aggregate production efficiency (through the law of comparative advantage and the law of division of labor), thereby further proliferating opportunities for aggregate marketing system efficiency (e.g. law of central markets, law of marketing specialists), thus fueling further aggregate economic growth (until limited by the law of diminishing returns, the law of the minimum resource or the law of market size). An empirically testable central hypothesis is derived from the propositions: increasing aggregate marketing system efficiency provides both the necessary and sufficient conditions for increasing aggregate economic growth in a society.,The value of developing a general theory of the marketing system is to advance the marketing discipline as a social science. Additionally, a general theory is likely to enhance academic thinking, improve business practice and facilitate interaction among academicians and practitioners. Further, a general theory could also reduce disciplinary fragmentation, avoid identity confusion and lessen the credibility crisis in marketing, among others.","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2020-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/jhrm-11-2019-0046","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44507432","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Victor Lebow: an unknown critical marketer","authors":"J. R. Benton","doi":"10.1108/jhrm-10-2019-0039","DOIUrl":"https://doi.org/10.1108/jhrm-10-2019-0039","url":null,"abstract":"The purpose of this paper is to draw attention to Victor Lebow, an unknown contributor to critical marketing studies. The paper also contributes to the literature on marketing amnesia. A brief biography of Lebow is presented in which it is established that he was a marketing professional. The paper then discusses his unacknowledged contribution to critical thought by exploring his only book.,The paper is based on a close reading of Lebow’s only book, contextualizing it by placing it in historical context. The paper uses a traditional historical narrative approach to present the results.,It is pointed out that the business system, including marketing, is riven with power relations that are largely unappreciated or ignored. Woven into Lebow’s account is an attempt to rethink aspects of theory, practice and especially institutions that had and have assumed a taken-for-granted status. It is established that Lebow’s thought, as a marketing professional, went well beyond typical marketing. He presents an interesting and innovative program for converting private enterprise into a socially responsible structure without resulting to any form of socialism.,No such review or evaluation of Victor Lebow has been published. One 1955 article has been frequently cited. His wider thought has been ignored.","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2020-05-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/jhrm-10-2019-0039","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45143811","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Exploring the success of Thai advertising: historical perspective","authors":"M. Chantamas, Bu-nga Chaisuwan","doi":"10.1108/jhrm-10-2018-0045","DOIUrl":"https://doi.org/10.1108/jhrm-10-2018-0045","url":null,"abstract":"This paper aims to provide a comprehensive record of the development of Thai advertising, which started as being heavily influenced by the West and subsequently evolved with a unique style that fits well with the global advertising trends.,The analysis was done based on literature review and content analysis of Thai advertising. In addition, ten in-depth interviews were conducted with executives of the Advertising Association of Thailand and academics.,Thai advertising progressed from being influenced by the growth of transnational advertising agencies. This resulted in strong creative foundations that blended well with the unique Thai emotional flair. In addition, consumer protection has grown in importance, leading to a strong commitment in pushing for self-regulation.,Examination of Thai advertising shows that the strength of Thai advertising lies in its human resources. This exploration of challenges and success of Thai advertising has shed light on how the advertising industry can be developed for creativity leadership in the global arena. The limitation is that the paper misses interviews with digital agencies.,This paper provides a comprehensive presentation of Thai advertising history in terms of agency development, creativity, and self-regulation.,This paper aims to provide a better understanding of the Thai advertising industry based on agency ownership and growth, creativity development leading to the unique Thai emotional advertising and self-regulation.","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2020-03-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/jhrm-10-2018-0045","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46744630","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Nuclear energy promotion using collectable cards aimed at children","authors":"M. E. Aramendia-Muneta","doi":"10.1108/jhrm-10-2018-0049","DOIUrl":"https://doi.org/10.1108/jhrm-10-2018-0049","url":null,"abstract":"This paper aims to examine how an innovative concept was introduced to a new market segment through varied marketing techniques.,Newspapers from 1958 were reviewed to assess the impact of a chocolate company advertising campaign targeting children. The paper examines the interpretation of the campaign message and the information contained in an album of collectable cards.,Parents leave the teaching role in the hands of companies when they do not clearly understand new technologies such as nuclear energy. Companies can take advantage of what governments introduce into the market to increase their sales.,The originality of the paper lies in the examination of collectable cards as a means of researching marketing history and contributes to the study of market segmentation, particularly in the case of children, focussing on nuclear energy.","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2020-03-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/jhrm-10-2018-0049","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42583500","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Guest editorial","authors":"Blaine J. Branchik, Richard Hawkins","doi":"10.1108/jhrm-02-2020-082","DOIUrl":"https://doi.org/10.1108/jhrm-02-2020-082","url":null,"abstract":"","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2020-02-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/jhrm-02-2020-082","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43296743","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"George Mortimer Pullman, nineteenth century marketer","authors":"J. Botterill","doi":"10.1108/jhrm-10-2018-0052","DOIUrl":"https://doi.org/10.1108/jhrm-10-2018-0052","url":null,"abstract":"\u0000Purpose\u0000George Mortimer Pullman (1831-1897), nineteenth century US luxury rail car entrepreneur, divides opinion. Some commemorate Pullman as a brilliant industrialist, innovator and self-made man. Others view him as a loathsome robber baron, union buster, racist and affront to democracy. This paper aims to demonstrate Pullman’s significant contribution to marketing.\u0000\u0000\u0000Design/methodology/approach\u0000Historical accounts of Pullman are re-examined to highlight his company’s unique adaptation of numerous marketing techniques (consumer research, brand strategy, public relations, product launch, fashion cycle, advertising, product placement and customer service marketing).\u0000\u0000\u0000Findings\u0000Pullman’s distinct flair for understanding his market enabled him to develop marketing strategies intertwined with broader cultural changes in ideals and practices. Pullman’s construction of destination tourism met an expanding white middle class desire for recreation and escape from the economic and racial inequality of the city. Pullman’s creed that beauty acted as a civilizing agent spoke to the social norms of leisure class femininity. Constant release of ever-grander rail cars shaped a fashion cycle around which wealthy men’s status competition turned. Pullman pioneered the leasing of luxury to control his best asset: the service of black Porters’.\u0000\u0000\u0000Originality/value\u0000First, this paper provides a new perspective on George Pullman, a significant figure in US history. Second, it addresses a common bias in nineteenth century historical accounts that privilege the contribution of men, industrial labor and production and shadow the role of consumption, women and leisure. Third, it challenges the idea of a clean divide between industrial and post-industrial economies by tracing contemporary consumer culture practices to their nineteenth century roots (marketing, destination tourism, brand stories, democratization of fashion, tipping and service with a smile).\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2019-11-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/jhrm-10-2018-0052","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44076450","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}