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The purpose of this paper is to stimulate historical thinking in dealing with problems of marketing thought, by explaining the advantages of studying the history of a discipline's ideas; examining what has been included in prior histories; and evaluating the completeness of coverage in Tadajewski and Jones' (2008) The History of Marketing Thought.

This paper presents a comparative analysis based upon prior histories of marketing thought.

For teaching, with modest supplementation, The History of Marketing Thought provides a full appreciation of the intellectual heritage of marketing. For research purposes, The History of Marketing Thought does reasonably well in organizing concepts and theories into schools of marketing thought but less well in showing how these ideas can be organized across the readings to produce new knowledge.

There were some important omissions in the collection. Marketing's leading thinker was largely neglected and many significant problems for marketing thought are overlooked. There was no discussion of methodological issues and minimal editorial commentary connected the parts and sections to provide a research thrust to the work. Consequently, it is recommended that another volume or two be added to this set.

The educational value of this work is in transmitting the knowledge base of the discipline from one generation of marketing scholars to the next. It is only after the ideas developed by earlier marketing thinkers are fully understood that innovative theories can be constructed and new knowledge created.

The purpose of this paper is to reflect upon teaching the history of marketing thought.

The paper describes the role of the history of marketing thought within a marketing theory seminar at masters level. It presents how the history of thought aspect changed as the theory course evolved.

It is possible to feature a historical component within a masters programme. Adaptations and limitations exist when teaching a historical perspective at a masters versus doctoral level.

The history of marketing thought provides a means of connecting marketing academic study to marketing's lineage and genealogy with the intention of promoting historically versed graduates. It can differentiate between the evolution of marketing thought and the development of marketing practice. From a pedagogical perspective, it facilitates informed discussion, critical reflection and analytical thinking in newcomers to the subject.

The purpose of this paper is to be more than a book review essay on the work by Tadajewski and Jones, The History of Marketing Thought. It reviews the literature on marketing history and thought, and includes suggestions for additional research on that topic.

The research relies heavily on previously published articles and on databank searches.

A more complete time line of the history of marketing thought is presented. It is also shown that more biographical historical research is needed, especially on those pioneer practitioners of marketing whose legacy has influenced marketing thought and practice.

Knowing more about the history of marketing thought will prove useful both to academics and to practitioners. Biographies are also practical because we learn more about both the scholars and the times that have transformed this discipline.

The essay offers a brief but succinct summary of the history of marketing thought over millennia while at the same time reviewing a readings book on the topic.

The purpose of this paper is to describe and position the work by Tadajewski and Jones on The History of Marketing Thought as it relates to complexity sciences and the future of marketing thought.

A conceptual discussion is provided based upon a series of identified subject trends in the history of marketing thought.

There appears to be a common denominator across the addressed subject trends in The History of Marketing Thought, namely the movement from simplicity towards complexity. Marketing thought is mostly descriptive, and to some extent explanatory, but it has not yet reached the level of providing predictability.

The future of marketing thought may benefit from the inclusion and inspiration of approaches derived from the complexity sciences.

The author poses some concerns regarding the future of marketing thought.

The author contends that there is a need for attention to be paid to the evident movement from simplicity towards complexity in marketing thought.

The purpose of this paper is to examine the history of the Conferences on Historical Analysis & Research in Marketing (CHARM) from their inception in 1983 through 2007 focusing on the influence of Stanley C. Hollander, who co‐founded the CHARM conference and whose drive and determination fueled its growth for the first 20 years.

This study uses traditional historical narrative based on personal interviews, archival research, and content analysis of CHARM Proceedings.

The history of CHARM is described and Hollander's role in developing the conference is highlighted.

There is no written history of CHARM. This story is a major part of Hollander's legacy.

The purpose of this paper is to describe Stanley C. Hollander's doctoral seminar in the history of marketing thought and offer some insights into its uniqueness.

The paper presents a combination of personal reflections, personal interviews, and documentation from the final offering of the course.

Hollander's course was distinctive among such efforts at doctoral education and probably one of the last such seminars in North America.

There has been little written about teaching the history of marketing thought and to date no published account of Hollander's seminar.

This paper calls attention to the importance of historical research within “critical marketing studies”. It seeks to articulate a historical perspective based on the work of Michel Foucault.

This paper is based on a close reading of relevant Foucaultian primary and secondary texts.

Foucault's scholarship provides a useful counterpoint to the calls for critical theory to form the central paradigm in critical marketing studies, revealing a complex constellation of power/knowledge relations underpinning marketing theory, thought and pedagogy.

This is a close reading and examination of a theoretically sophisticated, rigorous scholar who remains largely underexplored in relation to marketing theory and the history of marketing thought.

The purpose of this paper is to provide an overview of the doctoral seminar in the history of marketing thought and theory taught by Donald F. Dixon.

The approach is an historical narrative based on the author's personal recollections of the historical context of the seminar, how it was organized and conducted, along with a sample class discussion of the first lesson in marketing systems.

Dixon was indisputably a maverick who worked far outside the marketing mainstream. Consequently, he had a truly unique historical systems framework for understanding and teaching the history of marketing thought.

Because of its uniqueness, the Dixon seminar offers novel insights into teaching the history of marketing thought and the development of marketing theory.

The purpose of this paper is to reveal the contributions of the Journal of Historical Research in Marketing (JHRM) to the academic body of knowledge. Pursuant to this objective, the study classifies the publications and citation structure of the JHRM, the nature of the publications’ authorship, the most cited articles and authors and the themes that have been covered from the first day until now (2009–2021).

This paper uses bibliometric methodologies to analyze several aspects of the JHRM.

The average number of citations per paper is 4.54. The number of articles studying marketing history/practice (163) and the history of thought (158) is almost equal, consistent with the journal’s primary orientation. Compared with other journals, it could be said that JHRM achieved close ranks, especially with those of other historical journals of similar age. The most prolific authors whose articles have been published in the JHRM are used in universities located in the USA. The JHRM is closely connected to top-tier journals in the field.

This study is limited to one journal (JHRM) only. However, the authors assert that the articles analyzed are representative samples of the entire school of marketing history. Another important consideration is that the value of many critical studies in the social sciences cannot be determined using only bibliometric measurements.

This paper contributes to the marketing literature from several perspectives. First, evaluating the JHRM in terms of its unique standing shows the scope of the field of marketing history. Second, it serves as a guide for existing and future authors regarding the JHRM and the history of marketing. Third, the JHRM’s contributions provide insights into emerging trends and new opportunities for the entire marketing community.