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The purpose of this paper is to recount Stanley C. Hollander's own educational experiences and career paths. This is a reprint (with permission) of Stanley C. Hollander's article which first appeared in the Journal of Macromarketing in 1995.

An autobiographical description of the author's early years.

The paper reveals many of Stanley C. Hollander's personal thoughts, reflections and some regrets.

The paper provides valuable personal insights from the late Stanley C. Hollander.

This paper reviews autobiographical accounts of thought leadership in the marketing discipline and draws out pertinent insights for senior, mid-career and junior academics alike.

This narrative is based on a close reading of the pertinent material.

To be a pioneer in marketing takes considerable hard work, tenacity, serendipity, and a high tolerance for risk.

This manuscript can be used by junior scholars to legitimize the challenges they pose to more established colleagues. It helps contribute to the reversal of extant power relations in academic practice.

For the purpose of reconsidering arts marketing methodologies, this paper seeks to contemplate the axiomatic foundations of alternative arts marketing scholarship, to ask what conversation between arts and marketing they herald and to explore the consequent conceptual issues.

The paper reviews and evaluates the arts marketing literature.

The paper develops and presents four categories of arts marketing: the consumption of art; marketing as art; art as marketing; and marketing interpreting art.

The paper contributes to arts marketing paradigmatic and methodological debates by exploring the axiomatic foundations of this nascent field.

Harry Potter is one of the world's most remarkable marketing phenomena. The purpose of this paper is to reveal that consumers interact with the Potter brand in a variety of ways, ways that parallel the four archetypal houses at Hogwarts School of Witchcraft and Wizardry.

The paper interrogates Pottermania by means of a longitudinal qualitative study of fans, non‐fans and neutrals.

The paper finds that, just as pupils at Hogwarts School of Witchcraft and wizardly are many and varied, so too Rowling's readers come in several distinctive forms. In keeping with the prototypical characteristics of the Hogwarts houses, four Rowling reading archetypes can be tentatively identified: Gryffindors, Hufflepuffs, Ravenclaws, and Slytherins.

This paper shows, contrary to the stereotype, that there is much more to Harry Potter consumers than the long lines of enthusiastic fans standing outside bookstores at midnight.

In a world where brands are narratives and consumers are readers, this paper shows that there are several distinctive modes of “reading a brand” and evaluates their implications for the future of the Harry Potter franchise.

This paper explains how the location of motorsports events is an integral part of the marketing of the sport of motor racing and of all its attendant commercial interests. Case studies of the major motorsports events staged in public street circuits in Australia are used to illustrate how the locations have particular symbolic significance that adds legitimacy to the sport of motor racing, and the messages and impacts associated with these events. The paper examines the wider significance of allowing special public spaces in cities to be used for motorsports events, and contends that the marketing of sporting events should not be considered independently of the major challenges facing the world.

The purpose of this paper is to attempt to trace the origins and early history of the development of the market research practice in India. It covers the period 1955-1975.

A search of key terms in databases such as Google Scholar and ABI-INFORM indicated there was limited data in the public domain on the subject and that the information gleaned was not adequate to trace the birth of the market research practice in India. As there was very little recorded history, the researchers decided to initiate a recording of the history using the available literature, on the reminiscences of the authors and, to a limited extent, contemporaries of the pioneers in the field.

The origins of market research in India can be traced to its supporting role in gauging the efficacy of advertising. Examination of the history of advertising leads to the conclusion that marketing research arrived in India in the decade of the 1950s, initiated by Burmah-Shell’s needs for market research. S. H. Benson (London) Ltd was selected to undertake the pioneering market research that led to the birth of Indian Market Research Service, headed by Krishnaier Parameswaran. Marketing research in India presented numerous challenges (that were overcome) because the operating environment was very different than in advanced countries.

Because of the paucity of information in the literature, this investigation as per the authors’ knowledge represents the first attempt to record the birth and early history of marketing research in India. The recording of history is limited by the fact that many of the early pioneers and collaborators are no longer alive and because of the difficulty in retrieving archival mostly proprietary information.

In determining the future of a practice, it is important to know the history of the practice. It helps determine whether history proceeds in a random manner or whether it proceeds following some discernable patterns. In an area that has been ahistorical, this research identifies the origins of the practice. It is hoped that other researchers build upon this construction of the early history of marketing research in India based on their experiences and knowledge of the pioneering companies and practitioners and using sound historiographical tenets.

The paper aims to establish which formally and informally published sources of knowledge were mainly used by executives in the computer service industry to obtain knowledge of current developments in the field of marketing and to examine the purposes for which the knowledge gathered from these sources was employed.

Marketing managers in 141 large computer services businesses completed a questionnaire concerning the extents to which they used books, marketing magazines, academic journals, and grey literature (GL) for instrumental, conceptual, and symbolic purposes. Four “motivating factors” (e.g. occupational learning orientation) were examined plus three other influences (e.g. length of time in a marketing role). The possible consequences of the extensive use of various sources were explored.

Only 2 per cent of the sample read academic marketing journals, and just 3 per cent looked at marketing textbooks. However, 89 per cent of the sample accessed (mainly internet‐based) grey marketing literature and 62 per cent read marketing magazines. Nearly, one in six of the respondents stated that they had read practitioner “how to do” marketing books. Several hypothesised independent variables exerted positive and significant impacts on the degrees to which magazines; GL and practitioner books were employed to obtain marketing knowledge.

It was not possible to examine exactly why a particular knowledge source was preferred for a specific purpose. Potential connections between past academic research outputs and the contents of contemporary grey marketing literature and articles in marketing magazines could not be investigated. The results imply that GL must be recognised as a vital source of marketing knowledge. Issues relating to the codification and wider distribution of GL, copyright, the shortage of specialised GL bibliographies in the marketing area, and the long‐term availability of materials in electronic form need to be addressed.

This was the first empirical study to connect the use of marketing knowledge sources to the purposes (instrumental, conceptual, symbolic) for which the knowledge contained within them was required.

The purpose of this study is threefold. The first is to discuss the practice of corporate hospitality (CH) at special events used by Australian businesses as a relationship marketing technique to engage with their customers. The second aim is to investigate how marketing practitioners judge their CH programmes in a business-to-business (B2B) context. A third aim is to determine the key benefits and uncover contemporary issues faced by marketing practitioners in the operation of CH programmes.

A qualitative method was employed in this the first phase of a broader research programme. The research design sought to attain exploratory insights from marketing executives that employed CH at sports and cultural events as part of existing B2B marketing programmes. The intention of this qualitative study was to investigate and uncover key issues and establish themes that could be tested in future research. Fifteen in depth interviews including a pilot of two interviews were conducted with marketing practitioners who held managerial responsibility for CH programmes in four states of Australia. These interviews were electronically recorded and subsequently transcribed for coding purposes.

An analysis identified several key issues regarding the role and deployment of CH within marketing programmes. Key benefits of programmes included gaining market intelligence, improving channel communication and creating a competitive advantage through building existing relationships with a firm's customers. The research found that there were specific differences within both the application and management of CH among practitioners and highlighted several pressing issues regarding the practice. Events offering mass appeal to both genders such as tennis and horse racing were considered more appealing to a corporate audience and spectacular, big-ticket events were favoured. The research identified that no two organisations operate their programmes identically, some use the programmes to reward past loyalty and others leverage special events for face-to-face time with new clients. The lack of consistency in measurement included an inability to disengage CH programmes from other marketing elements operating simultaneously. It was evident that the lack of objective setting by many organisations coupled with often a short-term view of CH programmes impeded effective measurement of expected outcomes.

This exploratory study provides greater insights into the little researched topic of CH in the special events sector. Implications stemming from the study include the implementation of recommended changes to CH design and delivery including optimising special event selection to match intended guests and their preferences, setting micro and macro objectives for CH programmes and ensuring they are measurable. In addition, such objectives need to be made explicit to internal stakeholders in order to maximise return on investment for marketing practitioners. For CH to continue to grow as a major revenue stream for special event organisers, more certainty with regards to the outcomes of these programmes are required, along with ensuring the CH special event products offer corporate appeal.

This paper aims to describe how knowledge management (KM) in planning can support the sustainability of innovation in a hybrid, joint-use facility. The case study research studies ImaginOn, a 15 year-old children’s library and theater for young people in Charlotte, NC.

This research used KM model analysis of qualitative data about tacit-explicit knowledge, intellectual capital (IC) and cognitive modes of collaboration. Both historic documents and primary data (from field study observations, interviews and a questionnaire) were analyzed for informal KM practices. Semi-structured and unstructured interview questions about innovation were used.

This study found evidence of tacit knowledge sharing, the growth of IC and the operationalization of collaboration to promote innovation. Although traditional KM terms were not used by staff, an integrated model framework demonstrates how KM practices promote innovation in planning joint-use facilities.

Although a study of a diverse cultural collaboration rather than two libraries, the KM practices that supported innovation and collaboration in this hybrid, joint-use facility might be applied to libraries. Future KM model research on joint-use organizations could investigate merged businesses, government programs and non-profits.

The library and theater institutions in ImaginOn impact the lives of children and parents in meaningful ways that support community understanding, art, diversity and social interaction.

Research on joint-use libraries began in the 1960s. This case study provides unique model analysis of KM practices in a hybrid, joint-use facility (a library and theater). The innovative success and sustainability of ImaginOn illustrates the application of KM for strategic planning and aligning IC and business assets.