Editorial

Citation

Jones, B. and Schwarzkopf, S. (2015), "Editorial", Journal of Historical Research in Marketing, Vol. 7 No. 3. https://doi.org/10.1108/JHRM-06-2015-0020

Editorial

Article Type: Editorial From: Journal of Historical Research in Marketing, Volume 7, Issue 3

Marketing history from below

Despite the fact that consumers are very active in the creation of value in marketing, little historical scholarship deals with how this value creation is actually shaped by consumers. There is, surprisingly, also very little research in marketing historical scholarship on how consumers actually engage with marketing communications and other managerial activities that emerge from within the sphere of the market-oriented firm. Guest Editor, Stefan Schwarzkopf, introduces this special issue with an essay that serves as an extended editorial.

Explorations and insights

Recently, we began publishing essays under a special theme within our Explorations and Insights section – Forgotten Classics – which has received very positive feedback. In this issue, we feature two more such contributions. Eric Shaw critiques four “textbooks” written during the Age of Enlightenment and teases out the marketing lessons taught then, and even lessons they might hold for students today. Shaw’s four selections were chosen not only because he believes they are representative of that era but also because copies of the original manuscripts are still relatively accessible today. The four books are The Marchants Avizo (1589) by John Browne; An Essay on Drapery (1635) by William Scott; The Complete Tradesman (1684) by N.H. Merchant; and The Complete English Tradesman (1726) by Daniel Defoe. Then, Mark Tadajewski provides a close reading of Defoe’s The Complete English Tradesman making the case that many of the themes engaged by Defoe are consistent with later arguments offered by scholars writing about relationship marketing in the twentieth and twenty-first centuries. Tadajewski’s essay highlights the ahistorical debates surrounding relationship marketing and calls for a return to the archives.

Conference on historical analysis and research in marketing

The recent Conference on Historical Analysis and Research in Marketing (CHARM) was held in Long Beach, California. The conference was preceded by CHARM’s second doctoral workshop which featured some exciting new research by students of marketing history. One of those students, Rhodora Vennarucci, won the David D. Monieson Student Award for her paper titled “Marketing an Urban Identity: The Shops and Shopkeepers of Ancient Rome”. The Stanley Hollander Award for best paper overall was awarded to Lilly Buchwitz for her paper “A Model of Periodization of Radio and Internet Advertising History”. JHRM looks forward to featuring an issue in late 2016 with those and several other papers from the 2015 CHARM conference.

Brian Jones

School of Business, Quinnipiac University, Hamden, Connecticut, USA, and

Stefan Schwarzkopf

Copenhagen Business School, Frederiksberg, Denmark