Journal of Historical Research in Marketing: Volume 10 Issue 1


Table of contents

Thinking in trends: the rise of trend forecasting in the United States

Devon Powers

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…


Dorothy Dignam’s advocacy for women’s careers in advertising: 1920-1950

Jeanie Wills

This paper aims to examine how women working in the advertising industry during the 1920s and 1930s encouraged and resisted stereotypes about women to establish a professional…

Promoting and marketing a revolutionary cooking appliance in the 1840s Stanislas Sorel’s portable stove “Le Cordon Bleu” (1834–1849)

Dirk HR Spennemann

This 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…

The US battle against brand marketing: circa 1930-1980

Ross D. Petty

The purpose of this paper is to examine the debate about brand marketing that occurred as part of the 1930s consumer movement and continued after the Second World War in academic…

Archiving the archives: The world’s collections of historical advertisements and marketing ephemera

Fred Beard

When advertising historians began searching for substantial collections and archives of historical advertisements and marketing ephemera in the 1970s, some reported such holdings…


Speaking of research: oral history and marketing history

Robert Crawford, Matthew Bailey

The purpose of this paper is to explore the value of oral history for marketing historians and provide case studies from projects in the Australian context to demonstrate its…

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  • Dr Richard Hawkins