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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 directly to the role, nature and dynamics of marketing systems, suggesting that historical studies could often be framed in marketing systems terms, highlighting underlying patterns and interactions.

This paper draws on studies in marketing history to illustrate ways in which a framing in terms of marketing system concepts could be of value.

Framing historical studies in marketing systems terms draws attention to underlying patterns and links marketing history directly to macro-marketing theory, enabling the testing of theory drawing on work in the logic of comparative historical analysis.

This paper draws attention to a new way of thinking about historical research in marketing.

This paper aims to explore the market dynamics that led to a shift in Swedish consumers' alcohol preferences from schnapps to wine. Specifically, the study investigates how the Swedish state influenced consumers' alcohol habits and highlights the role of governance units in shaping consumer culture.

The study reconstructs the historical memory of the “Operation Vin”, a strategic marketing campaign implemented by Systembolaget from 1957 to 1985, to conceptualize the past and to uncover the structures and change dynamics of the Swedish alcohol market system. Following this approach, the research contrasts historical data from multiple sources with market-oriented ethnographical data and traces the trajectory of how the consumption of alcohol has changed as a consequence of the Swedish state’s initiatives.

The study offers two contributions to the literature in marketing and consumption history. Firstly, it uncovers the lines of actions (framing and settlement) involved in creating marketing systems and shaping consumer culture. Secondly, it explores how the state strategically leveraged its social skills to promote a specific type of alcohol consumption (wine) and to induce the Swedish consumer to cooperate in the refashioning of the alcohol field.

The authors aspire for this paper to offer valuable insights into how a state, as a governance entity, can shape consumer culture through a strategic blend of various regulatory measures, both gentle and forceful. The authors emphasize the pivotal role of social skills in fostering cooperation during the implementation of a new alcohol policy.

This paper provides valuable insights into the role of the Swedish state in shaping consumer culture and explores the strategic actions and marketing systems involved, contributing to marketing and consumption history literature.

This paper is focused on my search over nearly 60 years for an understanding of marketing – not just as a management technology, but as a social discipline which gives meaning and purpose to the technology.

This paper illustrates my life as an academic in context, which began with a strong focus on marketing in contemporary management and went on to conclude that marketing is much more than management. It was my travels across the world to widely differing markets and marketplaces that led me to this conclusion. I saw individuals, groups and organizations linking with each other in the voluntary exchange of economic and social value, self-organizing into increasingly complex networks that in the end become the institutions that frame marketing action.

I gradually came to see marketing in a much wider, intensely human setting, and to realize some of the complexities of the networks that marketing activities generate.

My story may be of assistance to younger scholars beginning a career in marketing.

Marketing is much more than management and if re-framed should/could stand alongside other social sciences in considering social and economic policy.

To build on my recollections of an unplanned life spent in search of marketing to highlight the need for younger scholars to think about marketing in a dynamic ever-changing systems setting.

This paper aims to study the Soviet state-owned enterprises that were producing ready to wear clothes, engaged in activities that are traditionally associated with “capitalist” marketing and public relations. Particularly, they responded to consumer complaints, monitored customer satisfaction and changed their product features and offer in response to customer feedback. This claim is illustrated using the example of the garment industry in the city Perm.

The data comes from archival research of a range of sector-wide documents of the Soviet period available in the State Archive of Perm Region and from in-depth interviews with ex-employees of Perm Clothing Design House.

The paper demonstrates the emergence of a marketing system not only in Eastern European countries and in major Soviet cities but also in a provincial closed city of the Russian Soviet Federative Socialist Republic. The findings of the research highlight that the level of sales was important for all the participants in the focal marketing system. Late Soviet marketing had the social function of supporting cooperative relationships between citizens and the state by channeling dissatisfaction and anger through surveys and consumer conferences.

Previous studies undertaken at the top level of the Soviet managerial pyramid have not represented a detailed picture of routine marketing activities during Late Socialism.

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 was “widely used in private residences and by small eating houses.” It will highlight the role of the individual and will demonstrate that marketing and promotion strategies that are modulated by the social ambitions of the manufacturer.

The basis of this research is extensive quantitative and qualitative analysis of primary sources, mainly the advertisements placed by Sorel, supported by information in contemporary newspapers and journals.

Stanislas Sorel’s invention of an early form of thermostat allowed him to develop a stove that could cook a four-course family dinner largely unsupervised, an invention which was poised to revolutionise the lives of many households. Sorel was primarily an inventor striving for acceptance in the scientific world, with limited skills in the commercialisation of his inventions. His promotion and marketing efforts reflect both the social realities of the time and his own ambitions.

There has been very little research into the way small French inventors and manufacturers approached the marketing of their products. The paper provides a unique insight into the promotion techniques of a mid-nineteenth-century French inventor-cum-entrepreneur and highlights the role of the individual and how actions are constrained by ambition and opportunity. The paper provides an example of how research into how specific individuals can inform the larger history of marketing.

Addressing calls for broadening social marketing thinking beyond “individualistic” parameters, this paper aims to describe a behavioural ecological systems (BEM) approach to enhance understanding of social markets.

A conceptual framework – the BEM – is presented and discussed within a context of alcohol social change.

The BEM emphasises the relational nature of behaviour change, where individuals are embedded in an ecological system that involves the performances of behaviour and social change within historical, social, cultural, physical and environmental settings. Layers of influence on actors are characterised as macro (distant, large in scale), exo (external, remote from individuals), meso (between the individual and environments) and micro (the individual within their social setting). The BEM can be applied to guide social marketers towards creating solutions that focus on collaboration amongst market actors rather than among consumers.

The BEM contributes to a broader holistic view of social ecologies and behaviour change; emphasises the need for social marketers to embrace systems thinking; and recognises that relationships between actors at multiple layers in social change markets are interactive, collaborative and embedded in dynamic social contexts. Importantly, a behavioural ecological systems approach enables social marketers to develop coherent, integrated and multi-dimensional social change programmes.

The underlying premise of the BEM brings forward relational logic as the foundation for future social marketing theory and practice. Taking this approach to social market change focuses strategy on the intangible aspects of social offerings, inclusive of the interactions and processes of value creation (and/or destruction) within a social marketing system to facilitate collaboration and interaction across a network of actors so as to overcome barriers and identify solutions to social problems.

The aim of this paper is to demonstrate how a historical event packaged as an iconic heritage cultural brand can be marketized and modified over time to ensure brand longevity and continued emotional commitment and loyalty through the leverage of stories and associations more closely aligned with modern-day audiences. The authors do this through examining the marketization of the New Zealand World War 1 (WWI) nurse to today’s audiences. The periods of study are WWI (1914–1918) and then the modern day. The New Zealand Army Nursing Service (NZANS) during WWI has previously had little attention as a key actor in the Australia and New Zealand Army Corp (ANZAC), Today ANZAC is held as pivotal in the birth of New Zealand’s perception of nationhood and as an iconic heritage cultural brand. The history and legend of the ANZAC plays an important role in New Zealand culture and is fundamental to the “Anzac Spirit”, a signifier of what it means to be a New Zealander.

A historical case study method is used. The primary source of data is 1914–1918, and includes contemporaneous articles, and personal writings: diaries, letters and published memoirs. More contemporary works form the basis for discussion of marketization as it relates to the NZANS. The article first presents conceptual framing, then the development of the Anzac brand and the history of the NZANS and its role in WWI before turning to discussion on the marketization of this nursing service to today’s audiences and as part of the ANZAC/Anzac brand.

Today the story of the WWI NZANS nurse, previously seldom heard, has been co-opted and is becoming increasingly merged as an integral part of the Anzac story. The history of the NZANS during WWI has a great deal of agency today as part of that story, serving many functions within it and providing a valuable lever for marketization.

To date, there is a scarcity of marketing analysis that examines the marketization of history. By focusing on New Zealand WWI nursing as a contributor to the Anzac story, the authors contribute to the understanding of how marketers package and contemporize history for appeal to audiences through both sustaining and reworking cultural branding.

The purpose of this study is to explore the dimensional structure of visitor experience in a sacred place based on the framing process.

Mix-method research was conducted in Turkey–Virgin Mary House which featured a sacred and popular tourist destination. Qualitative research, including interviews and expert panels, was used to create a set of knowledge for further analysis. Quantitative research, including two field studies comprising 842 participants, was used to validate the framing of visitor experiences in a sacred place providing reliability and construct validity.

The six dimensions were found within three framing axes of religious, environmental and organizational: inner experience; religious experience; physical environment; history; tour organization and service experience.

Current studies on visitor experience in a sacred place have mainly focused on emotions, motivations or physical dimensions. By synthesising the framing process and theoretical approaches, this study contributes to the literature by analysing the unique characteristics of visitors' experiences in sacred places, regardless of their religious identities.

Marketers may proactively give customers personalized notices regarding their progress toward certain rewards as a means to stimulate ongoing behaviors. This paper aims to investigate the effect on customer repatronage intention by framed messages concerning either goal-distance or consequences of an action and it also seeks to identify important variables moderating those responses.

Five between-subjects experiments examined how participants’ repatronage intentions, in response to the framing of goal-distance (Study 1a) and consequences of an action (Study 2a), varied as a function of their level of progress toward goal completion and also tested if the framing effects might be attenuated when relationship benefit was high rather than low (Studies 1b and 2b). They further adopted perceived reciprocity as an underlying mechanism for examining the interplay between these two kinds of framing in stimulating ongoing behavior (Study 3).

Although messages which emphasized what individuals need to spend more to attain a reward (versus how short they are from earning a reward) or loss following inaction (versus gain following action) were likely to erode intention, such effects were confined to individuals with a moderate level of progress. This intention-eroding effect was further attenuated by attractive reward. The persuasive advantages of short-from-the-end framing of goal-distance over more-to-the-end counterparts were found to be diminished when paired with a loss-framed message concerning consequences of an action. Furthermore, the observed effects on intention were mediated by perceived reciprocity.

The studies add to the current understanding of how the way in which information is presented might enhance loyalty or fail to do so.