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Full Description
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 economists and economic historians who pioneered the study of marketing in America and Britain during the late 19th and early 20th centuries.
Drawing from archival materials at the University of Wisconsin, Harvard Business School, and the University of Birmingham, this book documents the early intellectual genealogy of marketing science and traces the ideas that early American and British economists borrowed from German scholars to study and teach marketing. Early marketing scholars both in America and Britain openly credited the German School, and its ideology based on social welfare and distributive justice was a strong motivation for many institutional economists who studied marketing in America, predating the modern macro-marketing school by many decades.
Challenging many traditional beliefs, this book provides an authoritative new narrative of the origins of marketing thought. It will be of great interest to educators, scholars and advanced students with an interest in marketing theory and history, and in the history of economic thought.
Contents
Table of Contents
List of Figures and Tables
Preface
Acknowledgements
Chapter One: Introduction
Historical Research in Marketing
Collegiate Education for Business - and Marketing
The Emerging Marketing Discipline
Origins in Economic Thought
Method and Overview
Conclusion
Chapter Two: The German Historical School of Economics
Introduction
The Migration of American Students to Germany
Science in the Service of Industry
The German Historical School of Economics
The Older School
The Younger School
Influence of the German Historical School of Economics
Conclusion
Chapter Three: Foundations of Marketing Thought at the University of Wisconsin
Introduction
The Conditions of Possibility for Richard T. Ely at Wisconsin
Ely Arrives at Wisconsin
Back to Classical Economics and Beyond
Ely's Trial: Economic Heresy
Wisconsin Students of the German Historical School
Edward David Jones
Henry Charles Taylor
Economics and Commerce at Wisconsin
Conclusion
Chapter Four: Foundations of Marketing Thought at the University of Illinois
Introduction
Simon Litman and the Foundations of Marketing Thought
University of California (1902 - 1908)
University of Illinois (1908 - 1948)
Conclusion
Appendix 4.1 Outline of "Mechanism & Technique of Commerce"
Chapter Five: Foundations of Marketing Thought at the University of Birmingham, UK
Introduction
William James Ashley (1860 - 1927)
Business Education in Britain
Ashley - Economic Historian and Business Educator
Moving to Birmingham
Business Economics and Marketing
Teaching Commercial Policy (Marketing):
"Business Policy" and the "Commerce Seminar"
Conclusion
Chapter Six: Foundations of Marketing Thought at Harvard and Beyond
Introduction
Cambridge, Massachusetts
Formative Influences on the Harvard Business School
Edwin Francis Gay
What to Teach?
Scientific Management and German Historicism
Arch W. Shaw on Frederick Taylor
Methodology for Teaching Marketing
Research in Marketing at Harvard - A Simple Scientific Endeavor
Arch W. Shaw - The Functions of Marketing
Conclusion
Chapter Seven: Conclusions
Introduction
Rewriting Marketing History
The Influence of the German Historical School
Being Perceived as Unorthodox in a Time of Social Pressure
Conclusion
Chapter Eight: Epilogue: The Contradictions of Progressivism and Future Research
Introduction
From Accusations of Socialism to Patriotism
Complexity and Marketing History: The Dark Side
Ways Forward
Marketing and Deflation of Prejudice
Discussion and Conclusion
References
Index
