Journal of Historical Research in Marketing: Volume 12 Issue 3

Tracing the evolution of advertising account planning

Park Beede

This study aims to contribute a comprehensive historical analysis of account planning in scholarly literature, tracing its origins in agency adoption through transformation amid…

George Mortimer Pullman, nineteenth century marketer

Jacqueline Botterill

George Mortimer Pullman (1831-1897), nineteenth century US luxury rail car entrepreneur, divides opinion. Some commemorate Pullman as a brilliant industrialist, innovator and…

Maslow’s model of needs: application to Cunard and White Star marketing communications between 1900 and the 1950s

Graham Gladden

The purpose of this paper is to analyse Cunard’s marketing communications during a period of significant social and economic change. The intention is to show, firstly, how the…

Variations in American marketing practices of early 19th-century ceramic importers and dealers, reflecting culture and identity

Neil Ewins

This paper explores the advertising strategy of crockery importers and dealers in relationship to their origins and backgrounds. This is a departure from earlier ceramic-history…

The founding five: transformational leadership in the New York League of Advertising Women’s club, 1912–1926

Jeanie Wills, Krystl Raven

This paper uses archival documents to begin to recover a history of women’s leadership in the advertising industry. In particular, this paper aims to identify the leadership…

Conceptual-historical analytical research model: a means for applying history to contemporary marketing problems

Anthony McMullan, Stephen Dann

This paper aims to present a new model of marketing analysis that is capable of using the embedded knowledge that sits untapped in the history of marketing thought to solve…