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The purpose of this paper is to provide a biographical sketch of Pauline Arnold focusing on her pioneering contributions to the field of market research.

Archival source material included the Pauline Arnold Collection at the University of Minnesota and the Lucy Sallick Papers including correspondence, unpublished documents, and the transcript of a 1995 oral history interview with Matilda White Riley, who was Pauline Arnold's stepdaughter. Primary historical source material includes the scholarship, both published and unpublished, of the subject. An important primary, published source for this study is the periodical, Market Research, to which Arnold contributed under the auspices of the Market Research Corporation of America from 1934 through to 1938.

Pauline Arnold's contributions to the field of market research are documented.

Pauline Arnold has been cited as having made important but neglected contributions to market research, including her advocating an understanding of customers' motives, needs, and wants. However, there is no published account of Arnold's life and work.

The influence of research on decisions concerning black consumers by mainstream marketers between 1920 and 1970 is to be examined. Market opportunity analysis provides a theoretical foundation. The paper aims to discuss these issues.

This study is based on examination of rare books, archival and proprietary documents housed at the Hartman Center for Sales, Advertising and Marketing History at Duke University; the Schomburg Center for Research in Black Culture at the New York Public Library; the Museum of Public Relations and relevant literature concerning research on black consumers.

Mainstream companies were motivated to pursue black consumers on the basis of attractive consumption habits, demographic and psychographic characteristics revealed by informal and formal research available as early as the 1920s. During and after the Second World War, research on black consumers became widely available to corporate executives through the trade press, trade associations, academic literature and internal corporate efforts. White and black scholars, entrepreneurs and marketing professionals were instrumental in collecting, disseminating and interpreting information regarding African-American consumers. Research not only prompted corporate interest in the black consumer market by appealing to profit motives, but also encouraged ground-breaking change in the way that blacks were addressed and portrayed in marketing materials.

This examination expands the literature by introducing information from materials not previously analysed which explains interest in black consumers from marketers' perspectives. Analysis indicates that economic self-interest, more so than social pressures driven by civil rights efforts, prompted mainstream marketers' interest in black consumers. At the same time, socioeconomic gains associated with civil rights advancements transformed African-Americans into an attractive consumer segment widely recognized by mainstream marketers.

The purpose of this paper is to provide an historical analysis of an important early contribution to the history of marketing thought literature – the six-book series titled The Knack of Selling – which was published in 1913 and intended as an early training course for salesmanship.

This research utilized a close, systematic reading of The Knack of Selling series and places it in the professional and intellectual context of the early twentieth century. Books published about marketing are primary source materials for any study of the history of marketing thought. In this case, The Knack series constitutes significant primary source material for a study of early thinking about personal selling.

Echoing A.W. Shaw, Watson offers a more sophisticated interpretation of the “one best way” approach associated with Frederick Taylor. Watson’s advice did not entail the repetition of canned sales talks to each customer. His vision of practice was more complicated. Sales presentations were temporally and locationally relative. They were subject to ongoing evolution. As the marketplace changed, as customer needs and interests shifted, so did organizational and salesperson performances. To keep sales talks relevant to the consumer, personnel were encouraged to undertake rudimentary ethnographic research and interviews. Unusually, there is oscillation in the way power relations between marketer and customer were described. While relational themes are present, so are military metaphors.

This is the first systematic reading of The Knack of Selling that has been produced. It is an important contribution to the literature inasmuch as this book set is not in wide circulation. The material itself was significant as an input into scholarship subsequently hailed as seminal within sales management.

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 study aims to highlight the potential of digitised historic newspapers.

This paper is a review of digitised historic newspapers as a primary source for marketing historians. It provides a survey of what is available internationally free of charge to the user. It also includes examples of the use of digitised historic newspapers drawn from the author’s own research.

The paper reveals the huge potential for marketing historians of what is now available in a growing number of countries across the world. Much of this material is available free of charge to researchers with a connection to the internet.

To the best of the author’s knowledge, this is the first paper to explore digitised historic newspapers as a primary source for marketing historians.

To examine the lessons that may be learned by both academics and practitioners from a dispassionate review of the history of the marketing profession.

One of the founding fathers of marketing as a subject for academic study in the UK thinks aloud about what he has observed during more than 30 years in a leading UK business school.

The conclusion is that marketing academics exhibit one negative feature of scholarship: failure to take the historical perspective. A mutated variety of the notorious “marketing myopia” causes them to disregard anything written in what they regard as the distant past, and, therefore, to fail to see the larger picture.

Academic researchers in marketing need to look for more basic principles and better rules of thumb, rather than esoteric irrrelevances fit only to grace the pages of the Journal of Obscurity.

If academics thus take a narrow and currently fashionable view, future marketing strategists, at present their students in graduate business schools, will in all probability do likewise.

A “viewpoint” from a privileged vantage point on the high ground.

The purpose of this paper is to demonstrate the utility of corpus linguistics and digitised newspaper archives in management and organisational history.

The paper draws its inferences from Google NGram Viewer and five digitised historical newspaper databases – The Times of India, The Financial Times, The Economist, The New York Times and The Wall Street Journal – that contain prints from the nineteenth century.

The paper argues that corpus linguistics or the quantitative and qualitative analysis of large-scale real-world machine-readable text can be an important method of historical research in management studies, especially for discourse analysis. It shows how this method can be fruitfully used for research in management and organisational history, using term count and cluster analysis. In particular, historical databases of digitised newspapers serve as important corpora to understand the evolution of specific words and concepts. Corpus linguistics using newspaper archives can potentially serve as a method for periodisation and triangulation in corporate, analytically structured and serial histories and also foster cross-country comparisons in the evolution of management concepts.

The paper also shows the limitation of the research method and potential robustness checks while using the method.

Findings of this paper can stimulate new ways of conducting research in management history.

The paper for the first time introduces corpus linguistics as a research method in management history.

This paper aims to describe the archival holdings of the History of Advertising Trust Archives as a potential resource for marketing historians.

This paper provides a description of the History of Advertising Trust Archives and their value for marketing historians.

The paper introduces the History of Advertising Trust Archives to the readers of the Journal of Historical Research in Marketing.

The purpose of this paper is to show that forgotten classics, such as Melvin T. Copeland’s (1924) Principles of Merchandising, can still teach lessons to students of the history of marketing thought.

The method involved using various key words on several internet search engines. The extensive internet search produced more than a dozen contemporaneous reviews and commentaries. Additionally, there was an intensive search through the histories of marketing thought literature. The extensive and intensive searches allowed a meta-analysis reexamining Copeland’s principles in light of future historical developments from the mid-1920s to the 21st century.

Historically, Copeland’s principles established the commodity school of marketing thought. (One of the three traditional approaches to understanding marketing taught to generations of students from the mid-1920s until the mid-1960s.) Although the traditional approaches/schools have long gone out of favor, Copeland’s classification of consumer and industrial (business) goods (products and services) have stood the test of time and are still in use 100 years later. Long overlooked, Copeland’s (1924) Principles of Merchandising also anticipated the marketing management/strategy as well as the consumer/buyer behavior schools of marketing thought, dominant in the discipline since the 1960s, for which he has seldom – if ever – been acknowledged.

Historical research is limited because some relevant source material may no longer exist or may have been overlooked.

There have been no reviews of Copeland’s principles in almost a century, and no published meta-analysis of this forgotten classic exists. New discoveries reveal the value in studying marketing history and the history of marketing thought. For marketing as a social science to progress, it is invaluable to understand how ideas originated, were improved and integrated into larger conceptualizations, classification schema and theories over time.

The purpose of this paper is to analyze the Swedish Advertisers’ Association's role in the institutional development of Swedish international advertising during 1955–1972.

A qualitative analysis of business association sources is used to explore the institutional development of international advertising.

A new postwar paradigm that focused on a consumer-oriented brand ideology enabled marketing executives in the Swedish Advertisers’ Association to develop a new discourse on international advertising in Sweden, which then was institutionalized within a national network on export promotion. The institutionalization process was supported by a corporatist system typical of smaller export dependent postwar European economies.

While based on a national case, this study points to the importance of understanding how advertising concepts are embedded within other economic, political and cultural systems than in those they originated in and how this contributes to a heterogenous implementation of similar ideas and practices. This study also illustrates how members can use their association to institutionalize a new discourse on marketing and network with other actors to enhance the use and reputation of its ideas and practices.

By highlighting the importance of analyzing both internal and external organizational relations, this study contributes to the research on history of marketing by making salient the importance of an institutional perspective to understand key processes in marketing. In practice neither the institutional perspective nor the explanatory power of discourse has received much attention, therefore the study results should be both interesting and valid for practitioners as well.

The study of the historical development of international advertising is limited and often descriptive. This study contributes to the literature by using a theoretical and methodological approach to make salient how the interaction between discourse, marketing associations and other collective actors propelled the institutionalization of international advertising within a specific national context.