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Author:   D.G. Brian Jones (Quinnipiac University, USA) ,  Mark Tadajewski (University of Durham, UK)
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Weight:   0.453kg
ISBN:  

9781138181809

ISBN 10:   1138181803
Pages:   228
Publication Date:   14 December 2017
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

"Table of Contents List of Figures and Tables Preface Acknowledgements Chapter One: Introduction Historical Research in Marketing Collegiate Education for Business – and Marketing The Emerging Marketing Discipline Origins in Economic Thought Method and Overview Conclusion Chapter Two: The German Historical School of Economics Introduction The Migration of American Students to Germany Science in the Service of Industry The German Historical School of Economics The Older School The Younger School Influence of the German Historical School of Economics Conclusion Chapter Three: Foundations of Marketing Thought at the University of Wisconsin Introduction The Conditions of Possibility for Richard T. Ely at Wisconsin Ely Arrives at Wisconsin Back to Classical Economics and Beyond Ely’s Trial: Economic Heresy Wisconsin Students of the German Historical School Edward David Jones Henry Charles Taylor Economics and Commerce at Wisconsin Conclusion Chapter Four: Foundations of Marketing Thought at the University of Illinois Introduction Simon Litman and the Foundations of Marketing Thought University of California (1902 – 1908) University of Illinois (1908 – 1948) Conclusion Appendix 4.1 Outline of ""Mechanism & Technique of Commerce"" Chapter Five: Foundations of Marketing Thought at the University of Birmingham, UK Introduction William James Ashley (1860 – 1927) Business Education in Britain Ashley – Economic Historian and Business Educator Moving to Birmingham Business Economics and Marketing Teaching Commercial Policy (Marketing): ""Business Policy"" and the ""Commerce Seminar"" Conclusion Chapter Six: Foundations of Marketing Thought at Harvard and Beyond Introduction Cambridge, Massachusetts Formative Influences on the Harvard Business School Edwin Francis Gay What to Teach? Scientific Management and German Historicism Arch W. Shaw on Frederick Taylor Methodology for Teaching Marketing Research in Marketing at Harvard – A Simple Scientific Endeavor Arch W. Shaw - The Functions of Marketing Conclusion Chapter Seven: Conclusions Introduction Rewriting Marketing History The Influence of the German Historical School Being Perceived as Unorthodox in a Time of Social Pressure Conclusion Chapter Eight: Epilogue: The Contradictions of Progressivism and Future Research Introduction From Accusations of Socialism to Patriotism Complexity and Marketing History: The Dark Side Ways Forward Marketing and Deflation of Prejudice Discussion and Conclusion References Index"

Reviews

The Foundations of Marketing Thought: The Influence of the German Historical School provides a fitting prequel and welcome addition to Bartels' renowned History of Marketing Thought. Foundations significantly extends Bartels' intellectual genesis of marketing in the academy to the teachers who influenced the earliest pioneers of marketing thought in the United States as well as the United Kingdom. The authors also offer extensive new details into the lives and careers of the marketing pioneers themselves. The book delivers a superbly illuminating origin story of academic marketing. As such, this work belongs on every marketing historian's bookshelf. Erik Shaw, Professor of Marketing, College of Business, Florida Atlantic University, USA. Which intellectual traditions influenced significantly the approaches of the founders of the marketing discipline in the early 1900s? In Foundations of Marketing Thought, D. G. Brian Jones and Mark Tadajewski present detailed, well-sourced, and careful arguments that show that the German Historical School was much more influential than has hitherto been documented, or even acknowledged. No serious student of marketing's intellectual history can-or should-ignore Foundations' arguments. Shelby D. Hunt, The Jerry S. Rawls and P.W. Horn Professor of Marketing, Rawls College of Business Administration, Texas Tech University, USA. This path breaking monograph will almost certainly have a revolutionary impact on our understanding of the early history of marketing thought. Drawing upon their painstaking archival research, Tadajewski and Jones reveal areas where Bartels, previously the unquestioned authority in this area, was incomplete in his coverage and, as regards the importance of the German Historical School, just plain wrong. The myriad of linkages that existed between that School of Thought and American marketing's earliest scholars are both made clear by these authors and presented within a social and economic context that adds very significant additional value in its own right. Stanley J. Shapiro, Professor Emeritus, Simon Fraser University, USA

Author Information

D.G. Brian Jones is the founding Editor of the Journal of Historical Research in Marketing and co-editor of the Routledge Studies in the History of Marketing. His research focuses on the history of marketing thought and has been published widely. Mark Tadajewski is the Editor of the Journal of Marketing Management, an Associate Editor of the Journal of Historical Research in Marketing, the co-editor of the Routledge Studies in Critical Marketing and the Routledge Studies in the History of Marketing series.

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