Forgotten classics: Marketing in the American Economy by Vaile, Grether and Cox (1952)

Abstract

Purpose

The purpose of this paper is to retrospectively review what is considered to be a forgotten classic in the marketing literature, Marketing in the American Economy, published in 1952 by Roland Vaile, ET Grether and Reavis Cox.

Design/methodology/approach

Marketing in the American Economy is summarized, situated in its historical context and retrospectively evaluated by the author including commentaries by other scholars today.

Findings

The book’s legacy or continuing value is described as including an insightful discussion of the relative roles of the market and the state in the American economy. The closing three chapters of Marketing in the American Economy merits inclusion in any contemporary “history of marketing thought” course. Finally, Marketing in the American Economy is an early example of a textbook on macromarketing making it a significant contribution to the history of marketing thought.

Originality/value

Marketing in the American Economy was reviewed when it was published in 1952. With the benefit of time passed, a more meaningful appraisal of this book can now be made with a focus on its legacy.

Citation

Shapiro, S.J. (2014), "Forgotten classics: Marketing in the American Economy by Vaile, Grether and Cox (1952)", Journal of Historical Research in Marketing, Vol. 6 No. 3, pp. 440-448. https://doi.org/10.1108/JHRM-08-2013-0052