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The subject of research is the term «integrated marketing communications» and others that preceded its appearance, a set of their specific features. The purpose of writing the article is to systematize and generalize data related to the history of the emergence and development of the concept of «integrated marketing communications» and those related to it. The methodology of the study: methods of analysis and synthesis; comparison and generalization. The study results. The article is devoted to issues of the historiography of the concept of integrated marketing communications (IMC) and the evolution of this concept, including the term «integrated marketing communications complex» (IMC). Recommendations on directions for further research are provided.

The process of evolution of such phenomenon as customer focus and its impact on the formation of trade relations has been considered. In order to study the phenomenon as a whole and the factors that influenced the changes in particular, a retrospective analysis from the era of craftsmanship to the present day has been made. Special attention has been paid to industrial revolutions as stimulators of change, and to the peculiar boundaries of the periods of using different approaches to trade and business interaction. The article also touches on the topic of direct marketing, as a prototype of today’s business relations. In addition to the history of marketing and the impact of industrial revolutions on the development of the relationship between seller and buyer, the paper considered and analysed such a phenomenon as the automation of production in order to create a fullfledged picture, reflecting the reasons for the creation, the essence and relevance of CRM-systems in the modern world. CRM-systems in this article have been considered as one of the tools of customer focus methodology, which facilitates the interaction between participants in business relationships, as well as serving as a centralized directory of information about the customers. The initial and, consequently, the ultimate goal of the study was to create an interconnected scheme for the formation of a modern system of customer focus and definition of the role of CRM-systems in the whole process.

Introduction/Overview (Scott Neslin, Rick Staelin and Russ Winer) Methods: Brand Choice Models (Gary Russell) Conjoint Analysis (Vithala Rao) Diffusion Models (Eitan Muller) Econometric Models (Mike Hanssens) Market Structure (Steve Shugan) Stochastic Models of Buyer Behavior (Pete Fader et al.) Management: Advertising (Gerry Tellis) Branding and Brand Equity (Tulin Edem and Joffre Swait) Channels (Rick Staelin and Enkyu Lee) Customer Relationship Management (Scott Neslin) Internet Marketing (Wendy Moe and David Schweidel) New Products (Don Lehmann and Peter Golder) Pricing (Russ Winer) Sales Forces (Murali Mantrala) Sales Promotion (Kusum Ailawadi and Sunil Gupta).

This research aims to open the way to review of the philosophical postulates and ideological pathways that govern the contributions in marketing theory, to reflect the scientific marketing truth. We do not mean by this to trace the history of marketing thought, but rather, a re-investigation of the logic of its existence and being. It is an attempt to re-explore and depart from the axioms that ruled marketing thought. Marketing theory emerged from being a scientific theory that can be true or false, to be an "ideology” defended by its supporters. From this point; this research set the foundation for developing a new general marketing theory based on the relativity concept, has the ability and adaptation to exceed the boundaries of “product, technology, time, place, context and customer”, acquires its being and existence from the verification of the current philosophy of marketing science, and considering the marketing experience

Purpose Contemporary practitioners of content marketing (CM) often suggest their discipline is an ancient one, yet mainly limit its origins to the custom-published magazines of the late 1800s. The purpose of this paper is to synthesize some of the many definitions of CM and to report the first scholarly history of its development and practice. Design/methodology/approach This study’s purposes led to the following research questions: To what extent were CM strategies and tactics used before the 20th century? How have the uses and characteristics of CM changed or remained the same over time? Sources included general histories focusing on the earliest uses of advertising and promotions and edited book chapters and journal articles on the histories of branding and early print advertising, marketing and advertising practices in ancient and medieval periods and the development of consumer cultures around the world. Findings Research findings support three conclusions: CM existed much earlier than often acknowledged; has emerged as a unique marketing discipline, strategically and tactically distinguishable from the others (e.g. advertising and sales promotion); and possesses objectives, strategies and tactics that have remained remarkably consistent in practice across the millennia. Originality/value The research supports several insights to the history of marketing and the practice of CM. Some of the CM strategies and tactics identified in this paper, for instance, have previously been concluded to be part of advertising’s history. Findings also reveal that many of advertising’s American pioneers actually used CM to persuade 19th-century businessmen to adopt widespread advertising. In addition, the emphasis on interactive, digital media in CM definitions offers a likely explanation for the recent enthusiasm behind CM as a response to global trends in consumer preferences and global competition, as well as why contemporary CM practitioners have often failed to recognize they are practicing a “new” discipline that has actually been in use for thousands of years.

This article makes relevant research and analysis from theory and practice, respectively. At the same time, with reference to the current state of the Internet, relative analysis was used to focus on the state of commercial banks. The analysis mainly focuses on the problems encountered in the current Internet development in various forms such as the bank’s sales status and customer products. In addition, it really made a reasonable opinion about the relevant sales status of this bank. It systematically studied the development history of marketing products of financial blockchain in China’s financial blockchain and analyzed the process of gradual improvement of the functions and characteristics of marketing products of financial blockchain in China. The characteristics and shortcomings of the marketing products of the financial blockchain were discussed in detail, and from the perspective of technological innovation, the application of emerging technologies in the marketing of China’s financial blockchain was analyzed. This article analyzes the many challenges and opportunities faced by security firms in the development of the Internet. Under the new situation, what kind of development model to adopt and how to transform and upgrade is the strategic proposition that security firms must think about. Based on Internet finance, this article finds that the equity crowdfunding model can be selected in the future development of security companies. On the one hand, the use of equity crowdfunding by security firms can enhance their direct financing capabilities, which will benefit the security industry, especially Internet security firms. On the other hand, through equity crowdfunding, security companies can expand direct financing channels for small, medium, and micro enterprises to promote entrepreneurship. The paper promotes the development of Internet finance, thereby improving the ability of the capital market to serve the real economy.

The research on the history of pricing strategies and decisions by companies and individuals has not received much attention up to now. This is surprising, as pricing is the most important profit driver, and thus an inquiry into the historic origins of price-related decisions by the early modern market operators can yield important insights for both historians and current practitioners on successful marketing strategies. The following article contributes to the research on business history by proposing, first of all, a framework for the conceptual definition between a revenue and a price model. Furthermore, it is shown that subscription-based revenue was generated as early as 1617. The revenue model of the subscription – an early antecedent of today’s crowdfunding scheme – will then be covered in detail by investigating the case of Wolfgang Amadeus Mozart’s piano concertos KV 413-415. The influential composer decided to appeal to a broader target group by using a subscription-based pricing scheme for these three piano concertos in 1783. The subscription however was unsuccessful, and the major reason for this failure as well as Mozart’s probable economic reasoning are elaborated. Finally, the rising modern market forc es, that steered the Viennese music market of the late 18th century towards modern*structures, made sure that market operators at that time tried to adapt to these forces by offering modern and innovative revenue and price models, such as highly differentiated, content-based and time-definite subscriptions.

Purpose This paper aims to present a new model of marketing analysis that is capable of using the embedded knowledge that sits untapped in the history of marketing thought to solve contemporary marketing problems – the conceptual-historical analytical research model (CHARM). Design/methodology/approach This paper outlines the evolution of historical analysis methods (HAM), along with critiques and enhancements of the prior processes offered by Savitt (1980), Nevett (1991) and Golder (2000). From these foundations, the paper outlines the components of the model of historical analysis, detailing the development of the analytical template design. It also details the four-step process of engaging structured revisits of past knowledge for contemporary problem-solving. Findings The CHARM for problem-solving in marketing is a knowledge-gathering system that informs marketing decisions addressing contemporary problems. This is achieved through the use of embedded knowledge from a corpus of historical texts. Research limitations/implications This paper provides a method for future researchers to apply for replicable examination of historical texts and to assist intercoder reliability for multi-author history projects through the application of structured templates. Practical implications The CHARM for problem-solving in marketing is a knowledge-gathering system that informs marketing decisions addressing contemporary problems. This is achieved through the use of embedded knowledge from a corpus of historical texts. Originality/value The CHARM process applies a systematic protocol for engaging qualitative sources for historical analysis through preset data collection templates, structured analysis frameworks and definitional understanding templates for improved replicability. This paper presents a new model of approaching historical analysis through a problem-solving lens, whereby historical sources become the foundations for the solution to a problem, rather than just the literature review that identifies the presence of gap.

Purpose The 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. Design/methodology/approach This 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. Findings Echoing 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. Originality/value This 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.

Purpose 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? Design/methodology/approach 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. Findings 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. Originality/value 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.

A growing share of the literature in the fields of marketing and organizational theory is focusing on the uses of the past. This paper aims to propose an analysis of these uses over the long run and concludes that these uses of the past may themselves be historicized.The paper uses accounting textbooks published in French from the seventeenth to the nineteenth century. This study uses historical and organizational literature to account for observed variations.Two conceptualizations of the past can be found in the sources from the period studied, depending on the period one considers, each of them leading to a different marketing strategy. In the first one, the past is presented as providing most or even all the value of what is offered in the present, as past experience serves as a stepping stone to a better product. The second conception breaks with these mostly positive views and presents the past as a dangerous routine, from which one must be freed to innovate.Studying marketing uses of the past over the long run allows us to identify a limited set of possible sales pitches using the past to promote work and to identify the constraints orienting these pitches at any given time.; Une part croissante de la littérature dans les domaines du marketing et de la théorie des organisations se concentre sur les usages du passé. Cet article vise à proposer une analyse de ces usages sur le long terme et conclut que ces usages du passé peuvent eux-mêmes être historicisés.L'article utilise des manuels de comptabilité publiés en français du XVIIe au XIXe siècle. Cette étude utilise la littérature historique et organisationnelle pour expliquer les variations observées.Deux conceptualisations du passé se retrouvent dans les sources de la période étudiée, selon la période considérée, chacune d'elles conduisant à une stratégie marketing différente. Dans le premier, le passé est présenté comme fournissant la plupart ou même toute la valeur de ce qui est offert dans le présent, car l'expérience passée sert de tremplin vers un meilleur produit. La seconde conception rompt avec ces visions majoritairement positives et présente le passé comme une routine dangereuse, dont il faut se libérer pour innover.Étudier les usages marketing du passé sur le long terme permet d'identifier un ensemble limité d'argumentaires de vente possibles utilisant le passé pour promouvoir le travail et d'identifier les contraintes qui orientent ces argumentaires à un moment donné.

Few scholarly articles explore the history of marketing beyond the commonly accepted origins. Even fewer studies explore the role of the entrepreneur in early markets and economies or how entrepreneurs adapted as the world economy shifted. Aside from recognizing that early forms of commercial exchange existed in the pre-industrial age, little is written about the social, historical, and anthropological constructs that contributed to the development of marketing and entrepreneurial theory or the profile of the first entrepreneurs who sought to expand commerce beyond simple exchanges within their community. We believe this to be an oversight on the part of historical scholars in marketing, entrepreneurship, and related disciplines which leaves a gap in the literature that we address by comparing and contrasting the traditional marketing perspectives with the entrepreneurial and relational perspectives across different eras. Propositions are developed in conjunction with the discussion of implications.

For a history of Marketing studies in Italy: Notes between publishing and higher education In this work we describe some aspects of the history of Marketing in Italy, referring both to the universities (didactic and research aspects) and to the publishing industry (books and specialized journals). By the historical point of view, we must remember the importance in Italy, since the second half of the 19th century, of advertising activities. This could have created a propitious situation to Marketing studies already in the early decades of the 20th century, thanks also to the work of dynamic and receptive entrepreneurs about these matters. Instead, especially since 1925-1926, the Fascist regime imposes serious conditionings on the Italian University, which in the field of economic studies bring teaching and research to take care of other topics, especially related to economic doctrine of Corporativismo (Corporatism). After the Second World War marketing studies start developing in Italy, but the diffusion of this discipline in the universities is slow and tiring, despite - for example - the commitment of a scholar like Guglielmo Tagliacarne. Only between the end of the 1950s and the early 1960s Marketing begins to be taught (within courses of Industrial and commercial technique or Market analysis) in some universities; at the same time, Italian editions of American marketing texts begin to be published. In the following decades, the growth of Marketing in higher education goes together with the publication of Italian marketing books and specialized journals in the same matter. However, only at the end of the 20th century and at the beginning of the 21st, we can say that Marketing has found the right place in academic teaching and research. Studying these issues in a historical perspective invites us to deepen the multidisciplinary content of Marketing, in reference both to the sphere of economic and social sciences and to specific aspects such agri-food economy, tourism, foodstuffs, and - finally - the marketing of agricultural products.

Purpose This paper aims to, first, analyze the transformation of the Indian market by extending Sreekumar and Varman’s (2016) work on history of marketing in India into the post-colonial era; second, trace the emergence and adoption of various media technologies in the post-colonial Indian market; third, identify the evolving trends in marketing practices alongside the penetration of these media technologies in the market; and finally, argue the need for mindful adoption of marketing practices in the Indian market, rather than direct replication of Western practices. Design/methodology/approach The historical perspective on the post-colonial Indian market is done through extant literature review and analysis of marketing practices by iconic brands in the Indian market. Findings This research reveals that the adoption of Western marketing practices by brands in the Indian market has led to increasing materialistic consumption patterns among consumers. Furthermore, such practices in the social media technology era impose individualistic values in the Indian consumers, contrary to the cultural values of the country. Therefore, this research posits the need for mindful marketing practices to be adopted for the Indian market. Social implications This research shows warning signs of growing materialistic values among Indian consumers and the implications of marketing strategies on the society as a whole. Originality/value This study is a first of its kind in highlighting the transformation of the post-colonial Indian market by integrating actual marketing campaigns over this period with literature to present the various issues in the current state of the market.

The advancements in the marketplace and reactions of market actors are the key factors in the history of marketing research and decision-making. The various changes in the market environment play a crucial role in understanding and reacting to different marketing situations. From this perspective, the new data sources, contexts, and methodologies have been instrumental in understanding cases in the market environment and marketing-related concepts. Examining the marketplace and understanding the market cannot be sufficient for proactive marketing management, since the new marketplace requires a sophisticated approach evaluating the market actors and acting regarding the changing market variables. As the popularity of social media platforms and data-based technologies increase in the marketplace, the amount of produced data, the variety of data contexts, and the need to use new data-based methodologies increase. The “new” marketplace uses many social media and digital platforms daily and produces a large volume of data in different formats surrounding the customers and businesses in the marketplace. Digital platforms have begun to offer innovative data formats for internet users to express themselves as ephemeral media or multimedia formats, and these data formats as contexts require different data-based methodologies for understanding. The study seeks to examine the current data-based methodologies concept for marketing decision-making and marketing research. For this purpose, the study employs a review approach to evaluate the data-based methodologies for marketing research and decision-making context. The study evaluates the topic in three sub-sections: the big data, emerging data contexts and data-based methodologies. The comprehensive approach included in the study will contribute to a better understanding of current data-based methodologies and how can they be used for marketing decision-making.

Purpose The purpose of this study is to understand the evolution of “marketing” in the public and corporate discourse of twentieth-century India. Design/methodology/approach The paper draws its inferences from an analysis of the digital Times of India and Financial Times historical newspaper databases, the corporate archives of two leading Mumbai-based firms – Godrej in consumer goods and Cipla in pharmaceuticals and oral histories of marketing managers. Findings The paper identifies four eras of “marketing” in twentieth-century India. Era I (1910-1940) saw the emergence of agricultural “marketing boards” and “marketing officers” in the public sector and the growth of Indian and multinational advertising agencies. Era II (1940-1970) witnessed the formation of management and advertising associations and business schools with close involvement of American players. In Era III (1970-1990), there was a paradigm shift as “marketing” grew in corporate discourse and firms began to employ “marketing managers” in “marketing departments”. Era IV (1990-till date) witnessed the explosion of “marketing” in public and corporate discourse alongside the consumption boom in India. The paper shows how “marketing” evolved separately in the public and private sectors and in different phases as compared to that in the West. Research limitations/implications This paper overturns conventional wisdom on marketing history in India, which has so far discounted its significance before 1960 or accorded primary significance to the 1990s’ economic liberalisation programme. Practical implications Findings of this study will be useful to marketing professionals and teachers who wish to learn more about the history of marketing in India. Originality/value The paper uses unexplored archival material and provides the first account on the evolution of “marketing” in public and corporate discourse in twentieth-century India.

Purpose The purpose of this paper is to attempt to trace the origins and early history of the development of the market research practice in India. It covers the period 1955-1975. Design/methodology/approach A search of key terms in databases such as Google Scholar and ABI-INFORM indicated there was limited data in the public domain on the subject and that the information gleaned was not adequate to trace the birth of the market research practice in India. As there was very little recorded history, the researchers decided to initiate a recording of the history using the available literature, on the reminiscences of the authors and, to a limited extent, contemporaries of the pioneers in the field. Findings The origins of market research in India can be traced to its supporting role in gauging the efficacy of advertising. Examination of the history of advertising leads to the conclusion that marketing research arrived in India in the decade of the 1950s, initiated by Burmah-Shell’s needs for market research. S. H. Benson (London) Ltd was selected to undertake the pioneering market research that led to the birth of Indian Market Research Service, headed by Krishnaier Parameswaran. Marketing research in India presented numerous challenges (that were overcome) because the operating environment was very different than in advanced countries. Research limitations/implications Because of the paucity of information in the literature, this investigation as per the authors’ knowledge represents the first attempt to record the birth and early history of marketing research in India. The recording of history is limited by the fact that many of the early pioneers and collaborators are no longer alive and because of the difficulty in retrieving archival mostly proprietary information. Originality/value In determining the future of a practice, it is important to know the history of the practice. It helps determine whether history proceeds in a random manner or whether it proceeds following some discernable patterns. In an area that has been ahistorical, this research identifies the origins of the practice. It is hoped that other researchers build upon this construction of the early history of marketing research in India based on their experiences and knowledge of the pioneering companies and practitioners and using sound historiographical tenets.

The new marketing systems paradigm proposed by El-Ansary, Shaw, and Lazer in their thoughtful AMS Review Article is taken to heart herein by reframing disparate pieces of scholarship and emerging research in the field through a systems lens. Three systems are proposed to undergird marketing theories, thought, and behavior: (1) a purposive-driven, goal-directed behavior systems point of view that the actors contemplating, entering, engaging, and resolving marketing exchanges undergo, (2) biological systems (neuroscience, endocrinological, and genetic) grounding marketing exchanges, and (3) cooperative and competitive systems in which goal-directed behavior and biological systems are realized in an integrative way. It is straining, however, to characterize the state of the field as constituting an identity crisis in my opinion, because the majority of marketing scholars, practitioners, and students do not appear to be concerned with or even aware of such a crisis in that the history of marketing thought does not interest them. Perhaps once the field moves from descriptive frameworks to testable theories, and experiences an integration of ideas potentially building towards more comprehensive theories in marketing, we will see hope for a general theory of marketing.

PurposeThis paper aims to describe the nature and significance of Sorel’s cooking appliance and to examine the promotion and marketing options used by Sorel to make it an appliance that was “widely used in private residences and by small eating houses.” It will highlight the role of the individual and will demonstrate that marketing and promotion strategies that are modulated by the social ambitions of the manufacturer.Design/methodology/approachThe basis of this research is extensive quantitative and qualitative analysis of primary sources, mainly the advertisements placed by Sorel, supported by information in contemporary newspapers and journals.FindingsStanislas Sorel’s invention of an early form of thermostat allowed him to develop a stove that could cook a four-course family dinner largely unsupervised, an invention which was poised to revolutionise the lives of many households. Sorel was primarily an inventor striving for acceptance in the scientific world, with limited skills in the commercialisation of his inventions. His promotion and marketing efforts reflect both the social realities of the time and his own ambitions.Originality/valueThere has been very little research into the way small French inventors and manufacturers approached the marketing of their products. The paper provides a unique insight into the promotion techniques of a mid-nineteenth-century French inventor-cum-entrepreneur and highlights the role of the individual and how actions are constrained by ambition and opportunity. The paper provides an example of how research into how specific individuals can inform the larger history of marketing.

Purpose The paper examines the birth of trend forecasting in the USA and position trend forecasters and professional futurists within the wider history of marketing, market research and advertising. Design/methodology/approach The study is based upon archival research, interviews and close readings of primary and secondary literature. Findings Trend forecasters split from traditional market and opinion research in the early 1970s, as concerns about the future became paramount for businesses. At this time, entrepreneurial trend forecasters such as Faith Popcorn started firms, adopting futurological methods to make predictions about the future of culture. The field continued to grow into the 1990s as it developed or modified a host of mostly qualitative research methods, including environmental scanning, consumer ethnography and scenarios. Trend forecasting reveals the complexity of the relationship between business and “the future” and how trends aimed to predict as well as direct that future. Originality/value The article is among the first academic treatments of trend forecasting, drawn from original interviews and exclusively accessed archival research. It contributes to a theory and a history of the concept of a trend, which is understood here as a way to package the movement of culture as sellable. It likewise offers a unique exploration of the relationship between futurology and business.

I thank professors Bernard Jaworski, Brian Jones, Eric Shaw, and Rajan Varadarajan for commenting on my article on ‘Advancing Marketing Strategy in the Marketing Discipline and Beyond’ and for sugg...

Purpose The purpose of this paper is to explore the development of marketing practice in Britain from the ancient to the early twentieth century. It builds upon the author’s chapter in the 2016 Routledge Companion to the History of Marketing. Design/methodology/approach This paper is based on a review of secondary history and archaeology literature supplemented by digitised historic newspaper and magazine advertising. The literature is frameworked using a modified version of Fullerton’s 1988 periodization which has been extended to include the medieval and Roman eras. Findings One of the significant findings of this paper is the key role the state has played in the development of marketing practice in Britain, the construction of pavements being a good example. Originality/value Apart from Nevett’s 1982 history of British advertising and the author’s Routledge Companion to the History of Marketing chapter, this is the first survey of the historical development of British marketing practice. It assembles and presents in a useful way important information. This paper will be of interest to marketing historians, especially students and researchers new to the subject.

This paper offers a commentary on Hunt’s ‘Advancing marketing strategy in the marketing discipline and beyond: From promise, to neglect, to prominence, to fragment, (to promise?)’. We focus on three issues: (1) the historical origins of marketing strategy, (2) resource-advantage theory as a general theory of competition and/or a general theory of marketing and (3) the current state and future promise of doctoral training in the history of marketing thought.

For almost half a century the broadening and generic concepts of marketing have been the dominant paradigm in the marketing discipline. However, ambiguities in that paradigm have hindered development of a general theory of marketing. This research takes a fresh look at these concepts that some academics regard as causing an identity crisis in marketing. Historical analysis reveals many practical applications, which arise from the broadening/generic paradigm, result in unresolvable theoretical anomalies. Consequently, a new paradigm is proposed. Marketing systems, we argue, provides a logically coherent foundation for building a general theory of marketing.

PurposeMy goal is to describe my life in marketing over more than 36 years and to help readers better understand (from my personal perspective) the history of marketing. I also aim to lift the curtain on some aspects of service within the marketing community.Design/methodology/approachThis paper is an autobiographical sketch. It describes some key moments in my career, as well as describing how my most cited articles came to be written. It emphasizes the contextual factors at work in different periods, so readers can better understand how and why my research evolved in certain ways. I aim to convey the nature and variety of career experiences that were (and are) open to marketing academics. I discuss my experiences at theJournal of Marketingand the Marketing Science Institute.FindingsMarketing changed rapidly between 1974 and 2017. Although change can be uncomfortable, I urge marketers to seek exposure to new ideas and practices; they are essential to learning and growth. Unexpected opportunities will come along and an alert individual can learn much from them. My time in industry was a learning experience for me. There are many kinds of interesting and successful careers.Practical implicationsThe marketing field advances, not by the work of a single individual, but from the accumulated work of the entire marketing community. Everyone has a role to play. I encourage each individual to look for ways to contribute. I offer thoughts on how to build a research career based on my own experience.Social implicationsMy thoughts may shed some light on the experiences of a woman academic and the globalization of marketing academia between 1974 and 2017.Originality/valueMy hope is that this paper contributes to a better understanding of the history of marketing, when it is considered together with other articles on this topic. It may also be useful to people who are embarking upon a career, as well as those seeking to understand the work of earlier marketing scholars.

The purpose of this article is to advance the field of strategic marketing within the marketing discipline, which will in turn, the author argues, contribute to enhancing the discipline’s impact beyond the narrow confines of its own journals. Towards this goal, certain aspects of the history of marketing strategy need to be reviewed. However, though this article draws extensively on historical sources, it is not a history of marketing strategy. Rather, this article uses historical materials and arguments concerning the four ‘Eras’ of marketing thought to advance five major claims: the area of strategic marketing (1) had significant promise when the marketing academic discipline was founded in Era I (1900–1920), (2) was neglected in Era II (1920–1950), (3) rose to prominence in Era III (1950–1980), (4) has become a ‘fragment’ in Era IV (1980–present) and (5) has prospects that are both promising and problematic in the future ‘Era V’. Finally, a tentative prognosis for strategic marketing and the ma...

Purpose This paper aims to introduce a special issue of the Journal of Historical Research in Marketing which includes autobiographical sketches by leading scholars in the history of marketing and consumer research. Design/methodology/approach A brief review of the (auto)biographical tradition in marketing scholarship leads to a commentary on the four accounts in this issue. Findings Highlights of the four portraits are presented and insights into their authors’ lives and careers are offered. Originality/value The authors hope this introductory article whets readers’ appetites to learn more about the four contributors whose careers and personal lives are explicated for their consumption.

This chapter examines ways in which Quality of Life (QOL) concepts can be integrated into existing marketing coursework (and help educators to develop new courses). The ultimate goal is to increase the likelihood that students would embrace a QOL orientation in the practice of marketing. The introduction section makes the case for the need to inject QOL concepts in marketing pedagogy. This is followed by a discussion of the history of marketing thought. We then discuss QOL-related concepts in marketing thought such as QOL marketing, consumer well-being, and well-being marketing. We then show how the concept of well-being marketing is used to guide marketing mix decisions—product, place, promotion, and price decisions. This is done by contrasting well-being marketing with transactional (or traditional) marketing. We then discuss pedagogical issues in building applications for integrating QOL concepts into coursework. The final section ends with a set of suggestions for moving the acceptance of the broader use of QOL-related concepts in marketing departments, the business academy, and both the broader public and private sectors.

Društveni su mediji u posljednjih desetak godina preuzeli bitnu ulogu u posredovanju između korisnika i brandova. Zbog povezanosti s korisnicima informacije se ekstremno brzo prenose i šire po cijelom svijetu. Tvrtke danas stvaraju strategije na društvenim mrežama kako bi analizirale i razumjele zahtjeve, želje i nedostatke ciljne grupe potrošača. Takav se tip marketinga često naziva marketing preko društvenih mreža. Glavni je fokus tog tipa marketinga stvoriti sadržaj koji će korisnici društvenih mreža međusobno dijeliti i širiti, bez izravnog angažiranja brandova. Marketing preko društvenih mreža ima ogroman utjecaj na poslovanje i tržište s obzirom na to da se rast poslovanja može odvijati astronomskom brzinom. Nadalje pruža priliku tvrtkama da privuku pažnju kupaca uz istovremenu izgradnju imidža marke. U radu ću se fokusirati na marketing proizvoda na društvenim mrežama na američkom tržištu, ali ću prikazati i primjere hrvatskog marketinga proizvoda na društvenim mrežama. Social media has in the last decade taken over an important role in the mediation between the users and the brands. Due to the connection between the users, information is extremely quickly transmitted and distribute. Nowadays, companies create strategies to analyse and understand the demands, likes and dislikes of their target costumers on social media. This type of marketing is often referred to as Social media marketing. The main focus of this type of marketing is to create content that users of social media will share and expand to each other, without any direct contribution of the brand. Social media marketing has a massive impact on the business and on the market itself, as it can take place at an astronomical speed. Moreover, it gives brands the opportunity to catch the attention of the costumers and build its own image at the same time. In this paper I will focus on social media marketing in the American market, but I will also show some examples of the usage of social media marketing in the Croatian market.

The chapter is (surprisingly) the first history of marketing and authorship in terms of the fiction publishing industry over the last 150 years. It asks to what extent authors have been needed for marketing, and if so what that might mean. The changing role of tastemakers and readers in the design of the product is also examined.

Purpose – This paper aims to analyze an important series of events in the history of marketing in socialist Europe and the internationalization of marketing thought and practice. Examining the reception of the marketing concept in communist Czechoslovakia, the study shows the effective blockage of the implementation of marketing approaches by orthodox communist authorities. The paper demonstrates the distinctiveness and importance of the Czechoslovak case and provides a basis for integrating that experience into the larger history of marketing under socialism. Design/methodology/approach – The paper is based on an extensive review of the most relevant Czech and Slovak primary sources including trade journals, manuals and textbooks in marketing and related fields, party and government documents and statements on commercial issues, and other important professional literature on domestic commerce. Findings – The paper provides insights into the use of communist political power to suppress the use of marketing as contrary to the social and ideological goals of socialism. It identifies the rise of marketing approaches during a brief “marketing moment” following market-oriented economic reforms in 1965 and lasting through the “Prague Spring” of 1968. Following the restoration of orthodox communist control, new policies of “normalization” dictated the decline of marketing, which returned to its earlier status of near-invisibility. The suppression of marketing thought and practice lasted until the end of communist rule in 1989. Originality/value – This paper analyzes an unexamined case of marketing in a socialist society and places the case in broader comparative context.

The developed world has a long and rich history of marketing, in which marketing strategy, advertising management, segmentation, and positioning play a central role. Marketers in China have also been rapidly acquiring this marketing knowledge and trying to grow their brands in the country. However, China will go down in history as the country with the briefest exposure to marketing as the world has known marketing so far. At the end of the Cultural Revolution in 1977, there were practically no brands in China, nor were there any consumers with money to buy them. In the 40 years since the opening up of the economy and flourishing of the private sector and market economy, China has transformed itself into one of the most competitive and crowded markets in the world. The hypermarkets (and now the online markets) are heaving with super loaded shelves, and hundreds of television stations, publications, and outdoor billboards and signs are proclaiming the merits of myriads of brands from all over the world. However, the digital age threatens to bring an abrupt end to this 40-year period of conventional marketing in China. China has leapfrogged into the mobile-driven digital age—and now marketers face a huge challenge to take the same leapfrog.

This book is a result of being a witness to the evolution of Chinese consumers from thrifty survivalists to global luxury powerhouses. The book looks at the trends which have been shaping the Chinese consumers and attempts to look ahead and imagine the shape of things to emerge. The book traverses a large territory, from demographic and mega trends, to consumer values, to digital revolution and the unique history of marketing in China. It also describes the key trends in consumption and the development of the luxury market and provides portraits of the key consumer segments.

The introduction of consumer products can be traced back to the invention of the wheel, and after the first invention, humankind discovered that what can be consumable is marketable. Therefore, it is safe to suggest that the development of marketing, in thought and practice, has always been hand-in-hand with the evolution of humankind. Modern Turkey or Anatolia, one of the cradles of civilisation located in the Fertile Crescent or, in other words, Old Mesopotamia, has always been the centre of trade and marketing. As an emerging economy, Turkey has a lot to combine the ways of western practices with market dynamics unique to her, whereas authors find the development of marketing practices in Turkey exceptionally interesting. Therefore, this chapter aims to provide an insight and a brief history regarding the development of the Turkish marketing context throughout the years. We believe that this contribution will be helpful to those who are interested in the development of marketing in an emerging economy in an academic fashion, as well as for those who are attracted to follow the footprints of the modern era’s business environment.

The development of the property sector in Kotamadya Surabaya today shows considerable progress rapidly both in terms of the provision of facilities / infrastructure and in terms of the number of people working in the property sector. Marketing strategic concept Keegan (1996: 5) said the concept of marketing strategy is a major development in the history of marketing thinking, change the marketing focus of the customers or products to customers within the context of the broader external environment. The concept of companies marketing should be able to understand its consumers as a whole to progress and develop.Understanding consumers absolute treated in the era of information and increasingly fierce competition today. But to understand those consumers completely is not easy, because the consumer is very complex. The complexity of the consumer caused by the human factor that is their human needs and desires are unlimited, in addition influenced by external and internal conditions that result directly on their behavior.In general how consumers behave in the purchase is influenced by external and internal factors. The internal factor is a factor that is in the consumers themselves which include: motivation, learning, personality and self-concept and attitude. External factors include: culture and sub-cultures, social classes, social groups and reference groups and families. Consumer behavior are discussed in this study is the internal behavior of consumers housing Bumi Marina Emas. The analysis model is the model of Multiple Linear Regression analysis, the reason is the independent variable is composed of several variables and suspected if variable - the independent variable increases, the dependent variable increases.Keywords: Customer Behavior, Customer Decision