Journal of Historical Research in Marketing: Volume 7 Issue 4


Table of contents

The man who managed your marketing?: Estes Kefauver and the drug hearings on antitrust and monopoly

Andrew Pressey

The US Senate hearings on pricing in the market for drugs in 1959, and lasting ten months, was part of a series of wider senatorial hearings into a range of American industries…

From basket to shopping bag: Retailers’ role in the transformation of consumer mobility in Sweden, 1941-1970

Johan Hagberg, Daniel Normark

– This study aims to follow the gradual transformation of consumer mobility in mid-20th-century Sweden in connection with the introduction of self-service retailing.


Faith, free choice and the FBI: How consumer research once scared the American establishment

Stefan Schwarzkopf

This paper aims to review the life and work of one of America’s earliest social researchers, Robert Staughton Lynd (1892-1970). In doing so, it also re-introduces Lynd’s seminal…

Charting relationship marketing practice: it really didn’t emerge in the 1970s

Mark Tadajewski

– This paper aims to provide a history of relational perspectives in marketing practice from the nineteenth through to the twentieth century.

The beginnings of motivation research, 1934-1954: a prequel to Fullerton 2013

Ron Fullerton

This paper aims to show the genesis of motivation research in work done from the 1920s through 1954, especially with the growth in reception of European “depth psychology”. This…

The historic development of modern US advertising regulation

Ross D. Petty

The purpose of this article is to examine the US history of advertising regulation, both formal and informal and public and private – particularly focused on advertising that is…


Marketing, marketing systems, and the framing of marketing history

Roger Layton

This paper aims to highlight the limitations of marketing viewed as a management discipline in addressing contemporary concerns. Widening the scope of marketing enquiry leads…


Forgotten classics: The Business of Advertising, by Earnest Elmo Calkins (1915)

Fred Beard

The purpose of this paper is to review and summarize Earnest Elmo Calkins’s The Business of Advertising and to assess its status as a legitimate forgotten classic of the marketing…

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

Thomas L. Powers

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

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  • Dr Richard Hawkins