Journal of Historical Research in Marketing: Volume 5 Issue 1


Table of contents - Special Issue: Marketing, public policy, and history

Guest Editors: Andrew Pressey, Mark Tadjewski, Finola Kerrigan, Maria Piacentini

From puffery to penalties: a historical analysis of US masked marketing public policy concerns

Ross D. Petty

This article aims to examine the US history of practices that mask the marketing content of messages to consumers and of the public policy approaches taken towards such practices.

Persuasion, patriotism and PR: US advertising in the Second World War

Inger L. Stole

The purpose of this article is to explore how the (War) Advertising Council organized the advertising community to assist the US government's home front campaigns during the…

Marketing as a response to paradox and norms in the 1960s and 1970s

Maureen A. Bourassa, Peggy H. Cunningham, Jay M. Handelman

This study seeks to investigate the interaction between marketers' strategic behaviors, social norms, and societal stakeholders within a particular historical time period, the…

Flourishing in a dictatorship: Agfa's marketing and the Nazi regime

Hartmut Berghoff, Berti Kolbow

The purpose of this paper is to understand how Agfa, a division of IG Farben and Germany's leading producer of photographic equipment, adapted its marketing strategy to the new…

Consumer rights: a co‐optation of the contemporary consumer movement

Gretchen Larsen, Rob Lawson

This paper aims to examine the relationship between the development of consumer rights and the emergence of the contemporary consumer movement. Rethinking the contemporary…


Consuming the earth

Gerard Hastings

The promise of marketing is great: a responsive, consumer‐oriented business philosophy that uses a wide selection of carefully honed tools to provide excellent service in…


Marketing academics at the FTC: the inside story

William L. Wilkie, Patrick E. Murphy

The purpose of this article is to present an inside look at the history of a little‐known but interesting initiative in the marketing field, one that involved the infusion of…

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  • Dr Richard Hawkins