Forgotten classics: Marketing Methods by Ralph Starr Butler (1918)

Abstract

Purpose

The purpose of this paper is to provide a retrospective review of an early marketing text, Marketing Methods (1918) by Ralph Starr Butler.

Design/methodology/approach

Marketing Methods is summarized, and perspectives of scholars that have occurred since its publication are provided.

Findings

Marketing Methods represents the first college textbook to use the term “marketing” and, thus, represents a major and important early work in the field.

Originality/value

This review of Marketing Methods provides a retrospective on the development, structure, critical reviews and influence of this text.

Citation

Powers, T.L. (2015), "Forgotten classics: Marketing Methods by Ralph Starr Butler (1918)", Journal of Historical Research in Marketing, Vol. 7 No. 4, pp. 584-592. https://doi.org/10.1108/JHRM-08-2015-0031