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Full Description
This supplement to the series "Research in Marketing" discusses such topics as marketing in ancient, medieval and early modern times; modern marketing thought; and marketing practice and consumer behaviour.
Contents
Part 1 Marketing in ancient, medieval and early modern timesorigins of marketing - evidence from Classical and early Hellenistic Greece (500-300 BC), Terence Nevett and Lisa Nevett; a day's shopping in 13th-century Paris, Donald F. Dixon; scholastic marketing thought in Spain - the school of Salamanca, Sigfredo A. Hernandez. Part 2 Modern marketing thought: the utility of the four utilities concept, Eric H. Shaw; biography and the history of marketing thought, Henry Charles Taylor et al; the adoption of statistical methods in market research - the early-20th century, Richard Germain; the development of spatial theory in retailing - its contributions to marketing thought and marketing science, Barry J. Babin et al. Part 3 Marketing practice and consumer behaviour: promotions - games people (and governments) play, Steven W. Kopp and Charles R. Taylor; data sources for American consumption history - an introduction, analysis and application, Terrence H. Witowski; the decade of the French mystique in the American perfume market, 1920-1929, Helen M. Caldwell; Jockey International - a brief history of marketing innovation, Richard H. Keehn. Part 4 Historical approaches to macromarketing issues: tobacco advertising on trial - an assessment of recent attempts to reconstruct the past and an agenda to improve the quality of evidence presented, Timothy P. Meyer; thank the editor for the buy-ological urge! American magazines, advertising and the promotion of the consumer culture, 1920-1980, Richard W. Pollay; marketing action and the transformation of Western consciousness - the examples of pulp literature and department stores, Richard A. Fullerton.
