‘These intriguing surveys of marketing history cover a broad geographic, conceptual and historic range and should pique curiosities to learn more about the interlinked patterns of trade, marketing and consumption that have long shaped our world.’ —Russell Belk, York University Distinguished Professor of Marketing and Kraft Foods Canada Chair in Marketing, Canada ‘Brilliantly conceptualized, expertly researched, and well written, The Routledge Companion to Marketing History offers cutting-edge chapters on historical and international aspects of marketing theory This important book should be required reading for scholars in marketing and consumer-related fields!’ —Inger L Stole, Professor of Communication, University of Illinois at Urbana-Champaign, USA ‘Both marketing academics and students are showing an increasing interest in understanding the historical background of marketing practice and marketing thought Brian Jones and Mark Tadajewski have done an outstanding job of preparing a volume that is truly a “companion” for advancing historical scholarship and historical understanding.’ —Shelby D Hunt, The Jerry S Rawls and P.W Horn Professor of Marketing, Rawls College of Business Administration, Texas Tech University, USA ‘Readers will find that this valuable companion volume provides ready access to formative and definitive contributions of leading marketing history and history of marketing thought scholars, filling an existing void Professors Jones and Tadajewski once again contribute very meaningfully to our understanding and appreciation of the neglected marketing history area.’ —William Lazer, Professor Emeritus, Michigan State University, USA This page intentionally left blank The Routledge Companion to Marketing History The Routledge Companion to Marketing History is the first collection of readings that surveys the broader field of marketing history, including the key activities and practices in the marketing process With contributors who are leading international scholars working in marketing history, this companion provides nine country-specific histories of marketing practice as well as a broad analysis of the field, including: the histories of advertising, retailing, channels of distribution, product design and branding, pricing strategies, and consumption behaviour While other collections have provided an overview of the history of marketing thought, this is the first of its kind to review marketing history The Routledge Companion to Marketing History ranges across many countries and industries, engaging in substantive detail with marketing practices as they were performed in a variety of historical periods extending back to ancient times It is not to be missed by any historian or student of business D G Brian Jones is Professor of Marketing and Advertising at Quinnipiac University, USA Mark Tadajewski is Professor of Marketing at Durham University, UK Routledge Companions in Business, Management and Accounting Routledge Companions in Business, Management and Accounting are prestige reference works providing an overview of a whole subject area or sub-discipline These books survey the state of the discipline including emerging and cutting edge areas Providing a comprehensive, up to date, definitive work of reference, Routledge Companions can be cited as an authoritative source on the subject A key aspect of these Routledge Companions is their international scope and relevance Edited by an array of highly regarded scholars, these volumes also benefit from teams of contributors which reflect an international range of perspectives Individually, Routledge Companions in Business, Management and Accounting provide an impactful one-stop-shop resource for each theme covered Collectively, they represent a comprehensive learning and research resource for researchers, postgraduate students and practitioners Published titles in this series include: The Routledge Companion to Fair Value and Financial Reporting Edited by Peter Walton The Routledge Companion to Nonprofit Marketing Edited by Adrian Sargeant and Walter Wymer Jr The Routledge Companion to Accounting History Edited by John Richard Edwards and Stephen P Walker The Routledge Companion to Creativity Edited by Tudor Rickards, Mark A Runco and Susan Moger The Routledge Companion to Organizational Change Edited by David M Boje, Bernard Burnes and John Hassard The Routledge Companion to Cost Management Edited by Falconer Mitchell, Hanne Nørreklit and Morten Jakobsen The Routledge Companion to Digital Consumption Edited by Russell W Belk and Rosa Llamas The Routledge Companion to Identity and Consumption Edited by Ayalla A Ruvio and Russell W Belk The Routledge Companion to Strategic Human Resource Management Edited by John Storey, Patrick M Wright and David Ulrich The Routledge Companion to PublicPrivate Partnerships Edited by Piet de Vries and Etienne B Yehoue The Routledge Companion to International Business Coaching Edited by Michel Moral and Geoffrey Abbott The Routledge Companion to Accounting, Reporting and Regulation Edited by Carien van Mourik and Peter Walton The Routledge Companion to International Management Education Edited by Denise Tsang, Hamid H Kazeroony and Guy Ellis The Routledge Companion to Accounting Communication Edited by Lisa Jack, Jane Davison and Russell Craig The Routledge Companion to Visual Organization Edited by Emma Bell, Jonathan Schroeder and Samantha Warren The Routledge Companion to Arts Marketing Edited by Daragh O’Reilly, Ruth Rentschler and Theresa Kirchner The Routledge Companion to Alternative Organization Edited by Martin Parker, George Cheney, Valerie Fournier and Chris Land The Routledge Companion to the Future of Marketing Edited by Luiz Moutinho, Enrique Bigne and Ajay K Manrai The Routledge Companion to Accounting Education Edited by Richard M S Wilson The Routledge Companion to Business in Africa Edited by Sonny Nwankwo and Kevin Ibeh The Routledge Companion to Human Resource Development Edited by Rob F Poell, Tonette S Rocco and Gene L Roth The Routledge Companion to Auditing Edited by David Hay, W Robert Knechel and Marleen Willekens The Routledge Companion to Entrepreneurship Edited by Ted Baker and Friederike Welter The Routledge Companion to International Human Resource Management Edited by David G Collings, Geoffrey T Wood and Paula Caligiuri The Routledge Companion to Financial Services Marketing Edited by Tina Harrison and Hooman Estelami The Routledge Companion to International Entrepreneurship Edited by Stephanie A Fernhaber and Shameen Prashantham The Routledge Companion to Non-Market Strategy Edited by Thomas C Lawton and Tazeeb S Rajwani The Routledge Companion to Cross-Cultural Management Edited by Nigel Holden, Snejina Michailova and Susanne Tietze The Routledge Companion to Financial Accounting Theory Edited by Stewart Jones The Routledge Companion to Ethics, Politics and Organizations Edited by Alison Pullen and Carl Rhodes The Routledge Companion to Management and Organizational History Edited by Patricia Genoe McLaren, Albert J Mills and Terrance G Weatherbee The Routledge Companion to Mergers and Acquisitions Edited by Annette Risberg, David R King and Olimpia Meglio The Routledge Companion to Ethnic Market Edited by Ahmad Jamal, Lisa Peñaloza and Michel Laroche The Routledge Companion to Critical Management Studies Edited by Anshuman Prasad, Pushkala Prasad, Albert J Mills and Jean Helms Mills The Routledge Handbook of Responsible Investment Edited by Tessa Hebb, James P Hawley, Andreas G F Hoepner, Agnes Neher and David Wood The Routledge Handbook to Critical Public Relations Edited by Jacquie L’Etang, David McKie, Nancy Snow and Jordi Xifra The Routledge Companion to Consumer Behaviour Analysis Edited by Gordon R Foxall The Routledge Companion to Philosophy in Organization Studies Edited by Raza Mir, Hugh Willmott and Michelle Greenwood The Routledge Companion to Network Industries Edited by Matthias Finger and Christian Jaag The Routledge Companion to Strategic Risk Management Edited by Torben J Andersen The Routledge Companion to Philanthropy Edited by Tobias Jung, Susan Phillips and Jenny Harrow The Routledge Companion to Marketing History Edited by D G Brian Jones and Mark Tadajewski The Routledge Companion to Marketing History Edited by D.G Brian Jones and Mark Tadajewski First published 2016 by Routledge Park Square, Milton Park, Abingdon, Oxon OX14 4RN and by Routledge 711 Third Avenue, New York, NY 10017 Routledge is an imprint of the Taylor & Francis Group, an informa business © 2016 selection and editorial material, D.G Brian Jones and Mark Tadajewski; individual chapters, the contributors The right of the editors to be identified as the authors of the editorial material, and of the authors for their individual chapters, has been asserted in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988 All rights reserved No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers Every effort has been made to contact copyright holders for their permission to reprint material in this book The publishers would be grateful to hear from any copyright holder who is not here acknowledged and will undertake to rectify any errors or omissions in future editions of this book Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging in Publication Data The Routledge companion to marketing history / edited by D.G Brian Jones and Mark Tadajewski pages cm – (Routledge companions in business, management and accounting) Includes bibliographical references and index Marketing – History I Jones, D G Brian (Donald Gordon Brian), 1955– editor II Tadajewski, Mark, editor HF5415.R6427 2016 381.09–dc23 2015031325 ISBN: 978-0-415-71418-1 (hbk) ISBN: 978-1-315-88285-7 (ebk) Typeset in Bembo by HWA Text and Data Managment, London Contents List of figures List of tables Notes on contributors Preface Acknowledgements The history of marketing practice ix xi xiii xvii xix Mark Tadajewski and D.G Brian Jones Ancient and medieval marketing 23 Eric H Shaw A history of consumption in the United States 41 Terrence H Witkowski In search of the consumer: the history of market research from 1890 to 1960 61 Stefan Schwarzkopf Segmentation in practice: an historical overview of the eighteenth and nineteenth centuries 85 Ronald A Fullerton A history of brand identity protection and brand marketing 97 Ross D Petty v Index Ferranti Computer Group 326 festival marketplaces 148 film camera technology 70 financial transactions, fairs 182–3 financing, North America 141 Finkelstein, J 177, 183 firearms 43, 52 firearms manufacture, United States 93 first mover advantage 339 First Opium War 353 fishery, Canada 337–8 Fiske, Marjorie 69 Fitzgerald, R 61–2, 321, 323 fixed location markets 226, 247–8 fixed location retailing 9, 321; Australia 299–301; Britain 318, 319; China 356–7 fixed prices 195 Fletcher, S.R 166 Florence, competition law 280 focus groups 69–70 food canning 116 food preservation, packaging 121 food riots, eighteenth-century England 245–6 food safety regulations 121 food science programmes 121 Fordism 420–1 foreign companies, China 355 foreign direct investment (FDI), British retail history 166 foreign ownership, Britain 327 forestalling 280 forklifts 121 Foster, G.A 209, 212 fountain pens 93 Ps 333 Fowler, C 247 Fox, K 18 fragmentation, North America 146–50 France: branding 101; competition law 256; guilds 178–9; market research 62; medieval marketing practices 178; merchants 177–8; national trademark registration system 103; retail instalment selling 195; trade fairs 35; trademark protection 103; trademark registration 104 franchising 144, 193–4 Franken, R.B 120 Franklin, A 178 Franklin, Benjamin 44, 194, 208, 209 Frederick, Christine 67 Frederick, J.G 67, 208–9, 232 free trade, Australia 303 free trials 215 freezing and refrigeration 123 Freidman, H 180, 181–2, 184–5, 194–5 French, M 320, 322, 325 French Revolution 319 frequent-flyer programmes 221 Friedan, Betty 52 Friedman, W.A 165 frugality 44, 47–8 Fullerton, R 1, 2, 4, 15–16, 198, 315, 317, 320, 322, 325, 372 functional school of marketing 180 fur trade 177, 338–42 furniture, British retail history 164–5 Galbraith, J.K 53, 414 Gale, Harlow 63 Gallup and Robinson, Inc 64, 72 Gallup, George Horace 64, 70, 71, 72 Gallup technique 426 Gao, Z 14–15 Gardner, B.B 64, 110 Geiger, Theodor 423–4 gender, use of markets 32 gendered aspects 49; of consumption 42–6 gendered products 46 General Electric 72 General Foods 68 General Mining Association 343 General Motors 72 General Muster of NSW 299 General Post Office (GPO) 324 Genesis 38:27 28 Genoa, trade fairs 34–5 gentility 44 gentlemen’s agreements 257, 258 Gerber, D.J 277, 280–1, 282, 284 Gérin, Octave-Jacques 217 Germain, Richard 86–7 Germany: advertising 372–5, 377–8, 379, 380; advertising agencies 372, 375, 379, 380; affluence 378; Americanization 16, 371; behavioural sciences 381; book trade 88, 90, 91; branding 373–4, 383; cartels 374; chapter overview 15–16; co-operative movement 373; co-operatives 377; competition law 281, 282; consumer credit 373, 376; consumer orientation 378–9, 381–2; consumer research 377; context and overview 371–2; credit 378; department stores 372–3, 376, 377; distribution systems 372; hire purchase (HP) agreements 373; ideology 377; integration 382; inter-war years 374–6; Jewish businesses 377; late nineteenth century 372–4; literature 371– 2; mail order 373, 379; market-orientation 373; market research 64–5, 375–6; marketing management 379–80, 382; marketing research 375, 379, 381–2; mass psychology 376–7; under Nazism 376–8; organizational restructuring 381; organizational structure 380; organized capitalism 374; post-World war II 378–80; producerist perspective 371; product design 379; professionalization 374–6; propaganda 376–7; retailing 373, 376; 461 Index scientific marketing 380–2; segmentation 381, 382; self-service retail stores 378; shift towards consumerism 372, 376; since 1965 380–2; state control 377–8; summary and conclusions 382–3; supermarkets 378; trademark protection 103; universities 375 Gesellschaft für Konsumforschung 64; see also consumer research GfK 70–1, 76–7 Gide, Charles 8, 193 gift books 88 Giges, N 447 Gilded Age 47 glasnost 446 glass 116 global firms, trademark registration 103–4 globalization: advertising 218; India 391; and inequality 51 Glotz, G 31, 32 Godley, A 163, 164, 166, 194, 333 Goebbels, Joseph 376 Gohshi, Kouhei 410 gold 26–7, 301 Goldfarb v Virginia State Bar 270 Goldman, M 354, 442–3 Gorbachev, Mikhail 446 Gorges, Arthur 209 government-mandated labelling 125 grading 180 Grand Duchy of Moscow 435 Great Atlantic & Pacific Tea Co v FTC 270 Great Depression 9, 12, 48, 283; Australia 306; branding 109–10; effects on retail 140, 141; selling and sales management 231 Great Exhibition 320 Great Recession 51 Green Shield Stamps 326 Greer, T.V 443, 445 Griffin, E 240 grocery retailing, Britain 157–8, 162–3 gross margin 197 gross national product, eighteenth-century England 245 Grossman, L 28–9 growth in the value of six categories of packaged food and beverages 118 guarantees 214–15 Guards of the Fair 35 Guild of Marketers, Russia 447 guilds 34, 37–8, 279; France 101, 178–9; India 391; protectionism 209; as regulators 97, 100 gun control, United States 52 Gurney, P 160 Gutenberg, Johannes 204, 208 Habib, I 393, 400 haggling 32, 195 Hahn, A.R 231 462 Halifax, Nova Scotia, importance to trade 347–8 Hall, K.R 391, 394 Hallstein, Walter 287 Hambleton, R 99 Hammond, L 342 Handel, Leo 70 handwritten announcements 316 Hann, A 158, 246–7 Hanseatic League 177 hansha 411–12 Hanson, P 443, 445 Harper, Marion 71 Harris, C 336, 338 Harrison, Tom 72 Harvard Business School 67 Hassloch, continuous field-experiment 70–1 hawkers 318 Hawkins, R 13 Hayashi, S 413 Hejeebo, S,H, 244 Heller, M 324 Hellie, R 435 Helsinki Accords 445 Hemingway Robertson Institute 310 Henning, Robert A 93 Hennington, Poul 423 Henry, William 64 Herbruck, W 280 Herodotus 25–6, 29–30 Herriot, Édouard 283 Herzog, Herta 69, 71, 76 Hicky, James 398 high-pressure selling 233 Hilton, M.L 438, 440 Hine, T 51–2 Hire-Purchase Act 1894, Germany 373 hire purchase (HP) agreements 164–5, 323, 373 hiring: fairs 183; selling and sales management 231 Hirsch, H 443 historical study, marginalization historiography 42 Hobart, Donald M 67–8 Hobsbawm, Eric 282, 288 Hoffman-La Roche v Commission 289 Hofman, Paul 420 Hofstadter, Richard 293 Holbæk-Hansen, Leif 426 Hollander, Stanley, C 86–7, 131 Hollingsworth, Harry Levi 63 Hollywood, film audience reactions 70 Holy Roman Empire, competition law 280 home delivery 302–3 homogenization, North America 143 Honeyman, K 163–4 honour, India 393 Hood, J 192 Hooper, Claude E 72 Index Hooper Ratings 72 Hoover 164 Hoover, Calvin B 438, 440 Hopkins, Claude 214, 217 horse-drawn advertising carts 320 Houghton, John 209–10 household goods, British retail history 164–5 household panels 69 Housewives’ Store Inc 412 Hoyt, C.W 230 Hubbard, E 192 Hudson’s Bay Company (HBC) 13–14, 334; competitor orientation 341; fur trade 338, 339; marketing techniques 342; overcoming obstacles to trade 341–2 Huguenots, merchants 345–6 Hume, David 28 hundis 393 Hundred Years War 36 Hunt, S.D 345 Huvelin, P 181, 182 ideology: China 361, 362; Germany 377 Idov, M 444 immigration, United States 45, 134 imperfect competition 109 Imperial China, marketing 354 import replacement 241–2 imports: Britain 242; China 356; North America 176–7; United States consumption 43 in-house research departments, market research 72 incentive programmes 218 income: eighteenth-century England 245; retailing, North America 136 income distribution: China 15; eighteenthcentury England 245 income/wealth disparity, United States 51 incomes, Japan 411 independent fixed-shop retailing, Britain 161 India: advertising 398, 402; advertising agencies 402; ancient and medieval marketing 390–6; centres of marketing and selling 390–2; chapter overview 16–17; Chola period 390–1; chronology of marketing institutions and practices 395; cities 391, 392, 394, 396; colonial period 396–401; colonial regulation and control 399–400; colonialism 17; communications 402; consumers and consumption 399–401; consumption expenditure 402; consumption goods 394; context and overview 389–90; demand for foreign goods 400; development of marketing 33; diet 401; diverse geography and climate 390; economic liberalization 402–3; flow of goods 392; guilds 391; imports and exports 400; influences on consumption 400–1; infrastructure development 391–2; literacy 402; living conditions 394; luxury consumption 399–400; market dynamics 398; markets 391–2; markets for colonizers 398; markets for local trade 397–8; medicine 400– 1; merchants 391, 392, 394, 397; middlemen 396–7; military consumers 399; nationbuilding 402; newspapers 398; occupational and living patterns 392; periodization 390; political fragmentation 392; ports 390; postcolonial period 401–3; poverty 398, 402; present-day 391; railways 398–9; regional commercial centres 390–1; royal courts 399; rural areas 391–2; social mobility 396; specialization 397; summary and conclusions 403; systems of exchange 392–4; tea 401; textile industry 400; trade relations 393; urban centres 390, 391; village exchanges 391 Industrial and Provident Societies Act 1852 321 industrial psychology 229 industrial revolution: macromarketing 240–2; United States 257–8 industrialization 136; China 15, 354–5; Japan 408, 409, 411 industrialization of selling 422 industry, marketing 326 INFORMA 424 information technology, North America 147 infrastructure development: India 391–2; Japan 409; macromarketing 242; and mass markets 117; North America 133, 134, 135, 136; see also transportation infrastructure, Russia 434 Innis, Harold 336–7, 342 instalment plans 194, 195, 323 Institut for Markedsanalyse 424 Institut fur Wirtschaftsbeobachtung der Fertigware 375, 424 Institute for Motivational Research 72 Institute of Business Management 309 Institute of Packaging Professionals (IoPP) 122–3 Institute of Public Opinion 72 Institute of Retail Research, University of Cologne 65 Institute of Sales and Business Management 306, 309, 310 Institute of Sales and Marketing Executives 309 Institute of Social and Religious Studies 63 institutionalization, market research 74 Integrated Marketing Communications 219 integration: Denmark 427; Germany 382 intellectual property rights 104 intermodal containerization 125, 125 International Association of Packaging Research Institutes- 124 International Broadcasting Company (IBC) 324 international trade, development of 177 International Trademark Association 98 internationalization, British retail history 166–7 463 Index Internet, effect on marketing 328 internet grocery shopping 328 Introduction to Market Analysis 309 inventory turnover 197 iron trade, England 244 Isaiah 5: 256 Ishizaka, Taizo 410 Islamic traders 227 itinerant tradesmen 24, 161, 226 ITV 326 Ius Commune 278 J Walter Thompson (JWT) 69, 71, 106, 307, 323–4 Jack, A 194 Jajmani system 391 Japan: advertising 409; branding 414–15; bubble economy 415; chain stores 413, 414; chapter overview 17; chemical industry 411; consumercentrism 410; context and overview 407; credit 411; deregulation 413; Distribution Revolution 413; distribution systems 409, 413; durable goods 411; economic depression 413; economic growth 409, 411; high-volume stores 413; incomes 411; industrialization 408, 409, 411; influence of US 410; infrastructure development 409; lack of research 407; manufacture-leading marketing 410–12; mass consumption culture 411; Meiji period 408–9; pioneering practices 409; post-World war II 410–12; power dynamics 413–14; pre-World War II 408–9; price regulation 411; retailer-driven marketing 412–15; retailing 411–12; sales companies 411–12; scientific marketing 410; secondary trading centres 408; Self-Service Discount Department Store (SSDDS) 412, 413, 414; self-service retail stores 412, 413; Showa period 409; summary and conclusions 415–16; Taisho period 409; westernization 409; wholesalers’ dominance 408–9; wholesaling 413 Japan Productivity Center (JPC) 410 Japan Society for the Study of Marketing History 407 Jarry, P 196 Jataka tales 394 Jaumain, S 158 Jefferson Parish Hosp Dist v Hyde 271 Jefferys, J.B 158, 159, 316 Jerusalem, trading practices 28–9 Jewish businesses, Germany 377 jobbers 185, 187, 188, 191 Johns, C 315 Johnson, Lyndon B 51 joint ownership 258 Jones, E 191–2 Jones, G 86, 165 journals 74, 309 464 just price 178, 194–5 just wage 178, 194–5 Justinian’s Digest 279 kapeloi 226, 227 Karskens, Grace 299 kassa 441–2 Katona, George 73 Kaufman, C.J 33–4 keiretsu 411–12 Kelsey, Henry 341 keying advertisements 65–6 Kielberger, Johan 435 Kievan Rus’ 435 King Alfred the Great 316 King, C 183 King Edward III 279 King Edward the Confessor 279–80 King Edward the Elder 316 King George III 210 King Henry III 280 King Henry VIII 280 King Solomon 29 King Wenceslas II 280 King’s trade 29 Kirke, David 344 kitchen debate 52 Kitson, Harry Dexter 63 Kjær-Hansen, M 419, 421, 422, 423–4, 427 Kliemann, Horst 85 Kohara, H 411 Köhler, I 15–16 Königsberg system 376 Koot, G.M 244 Kopp, S.W 279 Kotler, Philip 85, 445 Kover, A.J 93 Kritik af Reklamen 423 Krugman, Herbert 72 Krushchev, Nikita 52 La Belle Jardinière 196 la loi de derogeance 177 La Samaritaine 195 labelling, government-mandated 125 laboratory-based taste tests 70 labour, specialization of 247 Ladies’ World 66 Lafontaine, F 290 Laird, P.W 101, 206, 215 Lancaster, B 158 Landry, M 279 language differences 341–2 Lanham Act 1946 110 Larrabee, C.B 120 laser scanning checkouts 328 law and order 34 Layton, R 298, 311 Index Lazarsfeld, Paul 63, 69, 70, 375 Lazarsfeld-Stanton Program Analyzer 69–70, 75 Lazer, W 407, 445 Le Parfait Négociant 177 Le Play, Frédéric 62 lean retailing 147 Lee, J.S 316 Lee, K.-H 27 Lee, L.C 53 Leegin Creative Leather Products, Inc v PSKS, Inc 270 legislation: effects of 11–12; United States consumption 50 leisure class Lenin, Vladimir 438 Levine, I.R 444 Levy, S.J 64, 107, 110 Lewis, F.D 340 Lewis, Sinclair Lex Julia de Annona 278 lex mercatoria 279 libraries 89 Liefman, R 283 lifestyle: and growth of retail 6; and packaging 123, 124 lifestyle aspirations 164–5 lifestyle centres 148 Ligt, L de 182, 183 Likert, Rensis 73 Likert Scale 75 Lin, M 353 Lindert, P.H 244, 245 Link, Henry Charles 72–3 literacy: and advertising 207; India 402 Little, R 174 Liu, X 361 Livesay, H 182, 188, 189 living standards: China 358–9; United States 43–4, 45, 48 Lloyd, C 221 local production, United States 43 Loewy, Raymond 327, 444 Logemann, J 15–16 logistics 5; see also transportation London and Cambridge Economic Service (LCES) 62 London Crystal Palace Exhibition 1851 183 London Press Exchange (LPE) 71 London Research & Information Bureau 71 Lopez, R 176 loss leader selling 196 Lothrop, L 232 loyalty cards 328 loyalty programmes 215, 218 Lyall, Henry George 71 Lydgate, Dan John 206 Lynd, Robert Staughton 63 Lyon, L.S 257 Lyons, E 437 Lysinski, Edmund 65 Lythe, S.G.E 316, 318 Macchiavelli, Niccolo 131 MacDonald, Elton F 218 Maclean-Hunter complex, Toronto 131 macromarketing: chapter overview 10; colonial markets 242; consumer culture and research 250–1; context and overview 239–40; distribution systems 246–7; eighteenthcentury England 242–4; Europe 242; industrial revolution 240–2; infrastructure development 242; iron trade 244; Mother Gin Controversy 248–9; North Atlantic 242–3; politics of distribution 248, 249; provisioning 247–8; quality of life 244–5; slave trade 249–50; standards of living 244–5; summary and conclusions 252; sustainability 251–2; textile industry 244; themes 239; urban markets 247–8 Madge, Charles 72 Madsen, E 18 magazines: advertising 212; post-war Britain 326 Magna Carta 35 mail order 136–7; Australia 303; Britain 160–1; Germany 373, 379; United States 45 Maiuri, A 31 malls, mega 183 Malthus, Thomas 251–2 Mann, Wilhelm 77 Mann, William 230–1 manufacturers: as agents of distribution 189; as channel captains 188–9, 191; Denmark 427 manufacturing, Australia 301–2, 304 Manutius, Aldus 209 Marchand, R 48 Marcus Clark 303 marginalization, of historical study Marienthal study 63 Mark Abrams’s Research Services 70 marked pricing 196 Markentechnik 376 market days 34 market information 206 market planning, and market research 65–73 market research 3–4; in academia 64; academic and trade journals 74; advertising agencies 71; archival research 75; attitudes to sampling 65; Australia 306–7, 309–10; book trade 89; branding 109; Britain 324; civil society attitudes 75; in commercial context 64; Communist Eastern Europe 75; consumer attitudes 75; consumption pattern data 66; context and overview 61–2; Denmark 424–7; developing research into 74–7; development of practices 65; émigré Jewish researchers 73; establishment of service sector 67–8; 465 Index European influence on US 73–4; expansion, inter-war 68; focus groups 69–70; France 62; Gallup technique 426; Germany 64–5, 375–6; historical research agenda 74–7; in-house research departments 72; image of 74; influences on 63–4; institutionalization 74; international exchange 73–4; manuals and books 68; and market planning 65–73; market simulation 70–1; measuring return on investment (ROI) 65–6; and Nazism 76–7; new approaches 74; in non-Western contexts 74–5; origins and development 62–5; panels 68–9; and politics 76–7; post-World war II 64; and power formations 76–7; probability sampling 65, 426; professional organizations 74; professionalization 74; psychodynamic modelling 73; and psychology 3–4; qualitative 67; quota sampling 426; readership surveys 66; representative samples 66; research companies 71–2; under-researched areas 74–7; rigour 75; scope and role of 61–2; social changes in 76; technology in 76; transportation 247; United States 62–4; university departments 72–3; use of computers 76; use of photography 66; use of quantitative data 65–6; videography 66; visual ethnography 66; women in 76; see also consumer research Market Research Corporation of America 72 Market Research Council 74 Market Research Society 62 Market Research Society (MRS) 74 Market Research Society of Australia (MRSA) 309 market sharing, European Economic Community (EEC) 287 market simulation 70–1 marketing: and cartels 284; compared with bartering 28, 30; definition 298; emergence as discipline 265; fluidity of term 311; historical roots 29–30; industry 326; New Testament 29; role of packaging 124–5; status and recognition 310 Marketing Association of Australia and New Zealand 298 marketing education, Australia 13, 310–11 marketing function, definition 175 marketing functions, classification 180 marketing history: contribution of book 18–19; eighteenth century 3; growth of field 1; nineteenth century 3; US dominance of field marketing journals 285 Marketing Management 445–6 marketing management, Germany 379–80, 382 marketing managers, role in cartels 291 marketing practices, Western dominance 389 marketing programmes, among channel members 191–4 466 marketing research 124; Germany 375, 379, 381–2 marketing roles, specialization marketing theory, Eurocentrism 389 marketplace regulation 10–11 markets: Britain 161; China 356–7; development of 226, 227; division of 227; fixed location 226, 247–8; growth in 32; India 391–2; spread of 32; urban 228; urbanization 247–8 Markham, J.W 444 MarPlan 71, 76 Marshall Field & Company 230 Marshall Plan 287, 378, 410, 420–1 Marwaris 393 mass consumer culture, Britain 160 mass distribution 136–41, 145, 189–90 mass market, Australia 303–6 mass-marketing 124 mass merchandising 190 Mass Observation 72 mass production 322 mass psychology, Germany 376–7 Matsushita Electronic 17, 411–12 Maw, P 241 McCalla, D 336 McCammon, B 174, 190, 193 McCann Erickson agency 71, 308 McCloskey, D 242 McCormick 271 McCracken, G 51 McFerran, W.R 306 McKendrick, N 91–2, 99, 250 McLeod, Amanda 298 McNair, William 306, 307 Meat Inspection Act 1906, US 123 media, Denmark 423 media development, China 357 medieval advertising 206–7 medieval marketing practices 34–8; channels of distribution 178–9; competition law 279–80; credit instruments 36–7; France 178; guilds 37–8; trade fairs 34–6 medieval period, extent of 34 Mediterranean, trade 226 mega malls 183 Menzel, Adolph 281 mercantilism 335–6 Mercer, H 161–2 Mercer, J 99 Merchandise Mark Act 1862 (Britain) 103 Merchant Adventurers of London 177 merchant law 279 merchant staplers 177 merchants 7–8; Canada 344–8; China 356; competition 184–5; family connections 345; functions and location 184; functions of 344; India 391, 392, 394, 397; North America 133; partnerships 186; personality traits 179; Index protection of 35; religious affiliations 345–6; risk-taking 347; role in development of commerce and capitalism 183; role of 178–9, 347; Russia 436; skills 179; social status 177; stock and restocking 346–7; travelling 182, 184–6; wholesaling 176; see also peddlers merchant’s house 427 mergers and acquisitions, EU competition law 288 mergers, antitrust law 269 Merton, Robert 69, 70 messengers, role of 182 metadata 328 Mexico 257 Meyers, E.S 267, 286 Michaels, R 279 Michelin v Commission 289 Michigan State University, MSU 122 Middle Ages, competition law 279 middle-class consumers 320 middle managers, role in cartels 290–1 middlemen: India 396–7; native peoples 339–40; roles of 7, 176, 226; types of 186 Middletown study 63 military spending, United States 50 Miller-Tydings Resale Price Maintenance Act 1937 266, 270 mini Ice Age 34 Ministry of Commerce China 360 Miquelon, D 344, 349 Miskell, P 327 Mitchell, I 158, 182–3, 317, 318, 319, 321 Mittelstaedt, J.D 250 model of relational exchanges 345 modern marketing, definitions 333, 353 Modern Packaging 120, 121 modernization 48; Scandinavia 419–20 modified atmosphere gas flush systems 124 Moede, Walter 65 money: impact of 27–8; nature and effect 30; standardization 28 moneychangers, medieval 36 Monitor 301 Monnet, Jean 286 monopolies: creation and regulation 279; regulation 256 Monopolies and Restrictive Practices Commission (UK) 289–90 Monopolies and Restrictive Practices (Inquiry and Control) Act 1948 (UK) 289 Monti, Mario 290 Moor, L 110 Moore, C 338, 346 Moore, E 183, 333 Moosvi, S 394 moral economy thesis 245–6 Morelli, C 162 Morgan, K 243 Morgan, R.M 345 Morocco 26–7 Mother Gin Controversy 248–9 motivation programmes 218, 221, 231–2 motivation research 217, 381, 426, 429 motor vehicles, political identities 52 Mott, P 53 Mui, H.-C 157 Mui, L.H 157 Muise, D 13–14 Mukherjee, T 398 Mukund, K 391, 394 muleteers 182 Mullins, J.J 308 multinationals, Britain 327 multiple retailers: British retail history 159; see also chain stores Mulvihill, D.F 29, 179 Münsterberg, Hugo 375 Murdoch, Rupert 327 Muscovy Company 435 music, retailing 165–6 Muston, John 301 Myer, Sydney 304 nagaram 390–1 National Analysts 67–8, 72 National Consumer Panel 69 national diary study, NBC 68 National Opinion Research Center 73 National Recovery Act 1933 265–6 National Rifle Association 52 National Thrift Movement 49–50 national trademark registration systems 103–4 native peoples, fur trade 339–40 Navigation Acts (Britain) 242 Nazism 3, 16, 76–7, 376–8; see also Germany NBC, national diary study 68 Nedham, Marchmont 209 Neilson, L 13–14 Nelson, Elizabeth 76 neocolonialism 49 network strategies 147 networked heterarchy 391 Nevett, L 31 Nevett, T 31, 212, 315, 316, 317, 320, 321, 323, 325 New Jersey ‘holding company’ law 258 new sectors 323 New South Wales (NSW) 299 New Testament, trading practices 29 New York City, merchants 185–6 newsbooks 316 newspapers: advertising 8, 208–9, 211–12, 215; Britain 317; colour supplements 327; decline of 328; India 398; post-war Britain 326; print technology 327; proliferation 321; provincial 467 Index 321; taxation 319–20, 319; see also stamp duty; World War I 322–3 Newton, L 165, 323 Nichols-Cumming 308 Nielsen Areas 68 Nielsen, Arthur C 71 Nielsen Radio Index 75 9/11 51 Nixon, Richard 52 Noelle-Neumann, Elisabeth 77 non-importation movement 44–5 non-marketing 34 Norrie, K 335, 336, 337, 338, 339, 341, 349 North America: European settlers 42; fur trade 177; imports 176–7; retailing associations 135 North Atlantic, macromarketing 242–3 North West Company 339 Northern Securities Co v United States 260–1 Norton’s automated can-making line 117 Norway 428 nostalgia 49 Nova Scotia, coal industry 343–4 Novgorod 435 N.W Ayer 65, 71 Nystrom, Paul 64 Oakman, Daniel 306 obsidian trade 24 O’Connell, S 160–1 Office of Radio Research 69–70 Ogilvey, David 110 Old Testament: trading practices 28–9; view of monopoly 256 Olins, W 329 on-pack price promotions 221 online retailing, China 364 opportunity costs: bartering 27; and logic of marketing 30 organized capitalism 374 origin narrative Ostrovsky, Alexander 436 Ouellet, Fernand 336 outlet malls 148 outsourcing 191 owls (coins) 28, 32 Owram, D 335, 336, 337, 338, 339, 341, 349 packaging 322; 1800–1890 116–17; 1890–1920 117–19; 1920–1940s 120–2; 1950–1970 122–4; 1980–2020 124–6; as advertising 120–2; amphorae 115; automatic identification 125–6; barrels and casks 115–16; bottles 116; and branding 117–19, 120–2; business consolidation 120–1; canning 116, 121; cartons 116; cellophane 122; chapter overview 5; context and overview 115–16; corrugated boxes 118; crates 116; developments 121; early types 115; environmental consciousness 468 126–7; food preservation 121; food quality and quantity 124; growth in the value of six categories of packaged food and beverages 118; and handling 121; and lifestyle 123, 124; marketing benefits 117, 118; as marketing variable 124–5; mass-marketing 124; mass production 117; Norton’s automated canmaking line 117; professionalization 122–4; QR codes 125; rail transport 118; recyclability/ recycled content symbol 126; regular slotted corrugated fiberboard shipping container 119; regulation 123; research into 124; retailing, North America 135; Robert Gair advertisement 119; sacks 116; scholarship 123; security 125; and segmentation 125; summary and conclusions 127; and supply chains 123; sustainability 127; technology 117; throwaway culture 126–7; use of plastic 123; waste management 127; wrapping 116 packaging education 122–3 Packaging Institute 122 Packaging Machinery Manufacturers Institute 121 packaging management 122–4 packaging revolution 102 packaging supply industry 120 packaging technology Packard, Vance 53, 423 Palace Emporium 302, 303 Palamountain, J.C Jr 248 pallets 121 pamphlets 88 panegyreis 182 panels, market research 68–9 pantry checks 69 Paris Convention for the Protection of Industrial Property 1883 104 Paris world fair 1855 196 Parlin, Charles Coolidge 4, 8, 67, 72, 193 Parrild, S 426 partnerships, merchants 186 Pasteur, Louis 116 Patent and Trademark Office 102 patent medicines 102 patents 101, 102 Patmore, Greg 297 Paton, Hugh 304 Pearl harbor 50 peddlers 34, 184–5, 226, 227–8, 318; see also merchants Pemberton, John 214 penny dreadfuls 90–1 perestroika 446 Perez, P.F 103 periodicals, advertising Perkins, E.J 43–4 Peter the Great 435 Petty, Ross 5, 10–11, 94, 101, 102, 107, 110 Index Phoenicia 181, 226 photography 215 pianos 165 Pilditch, J 124 Plant, Arnold 65 plastic, use in packaging 123 Plato 30 Plugge, Leonard 324 point-of-purchase (POP) promotion 125 Poland, national trademark registration system 103 political identities 52 politics, and market research 76–7 politics of distribution 248, 249 politics of shopkeeping 161 Politz, Alfred 72, 73 Pollay, R.W 220 Poole, H.E 305 pooling 257, 258 Popp, A 320, 322 population growth 30, 251–2 Populuxe 52 Porter, D 160–1 Porter, Glenn 182, 184, 188, 189 Porter, R 250 POS (point-of-sale) terminals 414 positivism 62 possessions, meanings of 42, 44, 46, 51–2 Post Office, Britain 320–1 post-war recession 233 post-World war II, competition law 284 postal services, United States 45 posters 8, 215, 316, 320, 324–5, 374, 447 Potter, T.R 315 poverty: China 15; India 398, 402 power dynamics, Japan 17, 413–14 power formations, and market research 76–7 Powers, T 9–10 prehistory, trading practices 24–5 premiums 192, 210, 214, 218, 346–7 Presbrey, F 206, 209, 211, 212, 215 Press Association (PA) 321 Pressey, A.D 11–12, 289–90, 291 Pribram, K 283 price-based marketing agreements 194–7 price contracts 191 price-cutting 196 price destruction 413 price-fixing 265–6, 267, 287 Price, J.M 242 price regulation, Japan 411 pricing: effects of trusts 259; marked pricing 196; retail chain stores 266; retailing, North America 140–1; Russia 443 printing 204, 208, 211, 215, 316, 327 Private Brand (PB) strategy 414–15 probability sampling 65, 426 Proctor and Gamble (P&G) 189–90, 228, 270 producerist perspective 371 product design, Germany 379 product differentiation product standards, establishment and acceptance 180 Production-Sales-Marketing eras model 86 productivist bias 15–16 Productivity Movements 410 products: customization 86; gendered 46; meanings of 48–9 professionalization 9; advertising history 212; Australia 308–10; Germany 374–6; market research 74; Russia 447–8; selling and sales management 228, 232 professionals, as consumers of books 89 profit, attitudes to Prohibition 50 promissory notes 34, 36 propaganda: China 361; Germany 376–7; Russia 439 protectionism 14 provisioning 247–8 psychodynamic modelling, market research 73 ‘Psychological Brand Barometer’ 73 Psychological Corporation 72–3 psychology: advertising 217; and market research 3–4 psychotherapy, influence of 70 public relations 12 publicity stunts 214 publishers, role of 87 Puritans, anti-consumption rhetoric 44 Purvis, M 160 Putnam, Robert 51 Qing period 353 QR codes 125, 125 Quakers, anti-consumption rhetoric 44 quality of life 244–5 Queen Elizabeth I 280 Quickendon, Kenneth 93 quota sampling 426 rack jobbers 191 radio: advertising 215, 231, 324; India 402; market research 69 Radio Frequency Identification 147 Radio Luxembourg 324, 325–6 Radio Research Project 75 radio surveys, Australia 307 rail transport 228; advertising 322; India 398–9; North America 136; and packaging 118 Randall, A 246 Randall, A.E 441, 442 Ransel, D.L 436 Rappaport, E.D 158 RAVAG study 63 Ray, A.J 339, 340, 342 469 Index Ray, H.P 393, 394 Raymond, I 176 readership surveys 66 Reagan, Ronald 52 rebate plans 191 Reciprocity Treaty 1854 343 recyclability/recycled content symbol 126 Reemtsma 376 refrigeration and freezing 123 regional shopping centres 143–4 regrating 280 regular slotted corrugated fiberboard shipping container 119 regulation: advertising 207; packaging 123; retailing, North America 135; see also antitrust law Reid, A.D 335 Reinhardt, D 372 relationship marketing, Canada 345–6 religious affiliations 345–6 religious practice, and demand for fish 337 relocation, retailing, North America 143–4 Remington Arms Company 93 Renaudot, Théophraste 208, 209 Renfrew, C 181 representative samples 66 republican-mother 44–5 resale price controls 50 resale price maintenance (RPM) 161–2, 190, 261–3, 264, 270, 326 research companies 71–2 Research International 72 retail instalment selling 194, 195 retail panels 68–9 retail price maintenance 196–7 Retail Trading in Britain 1850–1950 158 retailer-sponsored cooperatives 193 retailers, bargaining power 327 retailing: Australia 299–304; book trade 91; China 355, 356–7, 360, 363–4; and consumption 157–8; Denmark 427–9; development in UK 6–7; development in US and Canada 6; discount stores 190; emergence in US 43; Germany 373, 376; Japan 411–12; responsibilities 135; Russia 436, 438–9, 441–2; sedentary 23; specialization 30; warehouse operating principles 190; see also self-service retail stores retailing associations, North America 135 retailing, North America: 1980 to 2015 146–50; barcodes 147; big box outlets 147–8, 150; branding 135; business size 142–3; Canada 145; catalogue sales 136–7; chain stores 138–40, 147–8; competition 135, 148; concentration 146–8; consumer behaviour 134; consumption culture 141–2; context and overview 131–2; de-skilling 135; and demographic change 148–9; 470 department stores 137–8; discount stores 144–5; e-commerce 149–50; and economic growth 135; entry into 134; financing 141; fragmentation 148–50; franchising 144; Great Depression 140, 141; growth of 133, 146–7; homogenization 143; and immigration 134; income 136; information technology 147; infrastructure development 133, 134, 135, 136; internationalization 149; loss of small stores 142; mass distribution 136–41, 145; origins and development 133–5; packaging 135; personnel 140; post-World war II 141–2; pricing 140–1; reconfigurations 131–2; regulation 135; relocation 143–4; under-researched 132; restructuring 146; segmentation 133, 145–6; social impact 144; spatial clusters 133–4; specialization 134; store size 147–8; summary and conclusions 150–1; supermarkets 142; technology 136, 147; tracking 147; urbanization 133; voluntary chains 141 return on investment (ROI) 65–6 Rich, E.E 339 Richards, T 320 Richardson, D 243, 249 Richardson, G 100 Riello, G 157 Robbins, W.D 267 Robert Gair advertisement 119 Roberts, John H 298 Robins, N 397, 400 Robinson, E 317 Robinson, J 109 Robinson Patman Act 1936 266, 267, 269 Rochdale Equitable Pioneers Society 159, 319 Rolland, Jacques 346 Romans, advertising 206, 315 Rome, competition law 278–9 Room, A 99 Roosevelt, Franklin 266 Roosevelt, Theodore 260, 263 Roper, Elmo 72 Rossfeld, R 373 Rostgaard, M 429 Rowntree 323 Roy, T 390 Rubinow, I.M 192 rule of reason 270–1 Russia: 1800–1913 436–7; 1914–1928 437–40; 1917 Revolution 433, 437–8; 1928–1953 440–2; 1954–1985 442–6; 1985–2005 446–8; 2000–2015 448–9; advertising 436, 439, 444, 445, 447; advertising agencies 436, 439, 447; anti-materialism 438; black market 440, 441; branding 447; centres of power 435; chapter overview 18; context and overview 433–4; as developed country 437; early trade 434–5; economic downturn 444; First Five-Year Plan Index 440–1; focal points 433; foreign trade 446; The Great Terror 442; infrastructure 434; international context 448–9; marketing for foreign trade 445–6; merchants 436; myths about 433; Nepmen 438, 439–40; New Economic Policy (NEP) 436, 438, 439–40; nineteenth century 433; periodization 433; post-World war II 442; pricing 443; product assortment and availability 444; product development 444–5; product issues 445; professional marketers 447–8; propaganda 439; retailing 436, 441–2; socialist experiment 440–1; Soviet and western marketing 442–3; Soviet period 433–4; Soviet Union 434; state retailing 438–9; street vendors 447; terminology 434; trade with England 435; twentieth century 433–4; urban marketing 436–7; western businesses 436–7; World War I 437 Russian Empire 434 Russian Federation 434 Sabel, H 379 Sabetha survey 67 sack ships 337, 338 sacks 116 Saiz, P 103 sales companies, Japan 411–12 sales managers 229, 231; see also selling and sales management Sales Managers’ Association (England) 230 sales manuals 230 sales promotion 8, 9–10, 12, 207, 214–15, 218, 220–1; see also advertising history sales/transactional channel 175–6 salespeople: advertising 229; at fairs 227; increase in 233; management and organization 230–1; types of 233 Salop, S.C 267 Salzman, L.F 279 sampling, resistance to 65 sampling techniques: development of 3, 62; market research 426 Samuel Barton’s Industrial Surveys Inc 69 Sandforth’s Case 100 sandwich board men 320 Savary, Jaques 174–5, 177–8 Savitt, Ronald 92–3 Scandinavia: chapter overview 18; co-operative movement 428–9; see also Denmark Scarborough Faire 35 Schechter, Frank 99–100, 108–9 Schlink, F.J 49, 109 Schröter, H.G 422, 424, 428 Schwarzkopf, S 3–4, 203, 204, 321, 322, 324 Scientific Advertising 217 scientific marketing: Germany 380–2; Japan 410 Scientific Marketing Management 230 Scola, R 248 Scotland 316, 318 Scott, P 158–9, 164, 323 Scott, Walter Dill 63 second hand trade 251 Second New Deal 266–7 secondary line cases 271 sedentary retailing 23 segmentation 4; advertising 213, 218; aggressive marketing 91–3; bicycle manufacture 94; in book trade 87–91; children’s books 88; China 15, 356; clothing industry 91–2; context and overview 85–6; definition 85; eighteenthcentury Britain 91–3; firearms manufacture 93; fountain pens 93; Germany 381, 382; literature 86–7; new segments 90–1; nineteenth century 93; and packaging 125; retailing 91, 133, 145–6; silver manufacturing 93; specialization and planning 89–90; summary and conclusions 94; and targeting 88; Wedgwood, Josiah 92–3; ‘youth’ segmentation 86–7 Self-Service Discount Department Store (SSDDS) 412, 413, 414 self-service retail stores 5, 120, 124, 140, 190, 326, 378, 412, 413; Denmark 428–9; Norway 428; Sweden 428 self-sufficiency 42 sellers, specialization 226, 227 selling and sales management: alliances 227; from antiquity to industrial revolution 226–8; coined money 226; context and overview 225; continued development 232– 4; customer focus 234; decline of 232–3; emergence of modern practices 228–32; equipment for 233; ethics 232; Europe 227; exploration and discovery 227; firm size 228; Great Depression 231; hiring practices 231; Islamic traders 227; legislation 226; loss of status 231; motivation programmes 231–2; organization of 229; organization of salespeople 230–1; periodicals 231; post-war recession 233; post-World war II 232–3; professionalization 228–9, 232; publications 232; research 232; Roman Empire 227; as science 231; standardization 229; status 233; summary and conclusions 234–5; training and education 228–31; transportation 227–8; urbanization 227; war-based economy 232; see also sales managers selling, chapter overview 9–10 Selling Mrs Consumer 67 serial numbering plans 191–2 Service Dominant Logic service industries, growth of 12 471 Index service marks 110 settlement, and trade 13–14 Seven-Eleven Japan 414, 415 seventeenth century, chapter overview 2–3 sewing machines 194 Seyffert, Rudolph 65 Shapiro, S 10 Sharp, H 53 Shaw, Arch 175 Shaw, E Shaw, George Bernard 255 sheet metal, manufacture and use in packaging 116 shekels 28 Sheldon, A.F 229 Sheldon School 229 shelf-life 124 Shell-Mex Ltd 324–5, 327 Sherman Act 10–11, 259–60, 263–4, 280; cartoon 261 Shimaguchi, M 407 Shin, H 322, 324 ship-owners vs shipbuilders 347 shipping container developments 125 shoe retailing, Britain 157 shop signs 206, 210 shop windows 302 shopkeeping, politics of 161 shoplifting 162 shopping goods 427 shops: Australia 299–301; Britain 318; China 356–7; networks 301 sign painting 207 signboards 206 Silberstein-Loeb, J 321 silent trade 25–7 silk trade 181 silver manufacturing 93 Silvey, Robert 68, 72 Simmat, Rudolph 307 Simpson, Governor 341 simulated shopping environments 70 Singer Company 164, 194, 195, 228, 436–7 single European market 328 Singleton, Watkiss 325 Sivulka, J 98–9 Six Corps 179 Skinner, G.W 353 Skurski, R 442 Slade, M 290 slave trade 243, 249–50 Slavery, Atlantic Trade and the British Economy 243 slaves 45 slotting allowances 197 Smail, J 244 Smelser, Paul 72 Smelyakov, Nikolai 444, 445 Smith, Adam 30, 186, 280 472 Smith, C 247–8, 318 Smith, Wendell 85 social class: China 362; and consumption practices 43, 47, 49; and role of women 46 social impact 10 social marketing 376 social research Social Research Incorporated (SRI) 64, 73 social stability 34 social surveys 62 Society of Packaging and Handling Engineers (SPHE) 122–3 Solinger, D.J 360 Southern v How 100 sovereignty, of consumers Soviet Republics, market research 75 Soviet Union 434; after Stalin 442–6; end of 446; market research 75; see also Russia Spain, national trademark registration system 103 spatial clusters, North America 133–4 Spears, T.B 228 specialization 30; Denmark 427; India 397; of labour 247; of marketing roles 9; retailing 133; retailing, North America 134 Spedding, K 221 Spiegel, Bernt 381 Spiekermann, U 373 sport utility vehicles 52 Spottiswoode, Dixon & Hunting, Ltd 106–7 Spufford, M 185 Sreekumar, H 16–17 St Godric of Finchal 227 St Petersburg 435 stable relationships, importance to trade 26 Stalin, Joseph 440, 442 Stalinism 440–2 stamp duty 317 Standard Oil of New Jersey v United States 282 Standard Oil of New Jersey v US 257, 261, 263 Standard Oil Trust 258 standardization 180, 229 standards of living 244–5 Stanford Research Institute (SRI) 73 Stanton, Frank 72 staples thesis 336–7 Starch, Daniel 64, 71 Starch Test 64 state control, Germany 377–8 state retailing, Russia 438–9 Statute of Labourers 1349 279–80 Stephan, Frederick 64 Stern, B.B 107 Stern, L 198 Stewart, A.T 192 Stobart, J 157–8, 246–7 stock-turn 197 Stole, Inger L 108 Stolte, K.M 100 Index store sizes 147–8 Strachan, J 319 Strasser, S 105, 118, 189–90, 196 strip malls 143–4 Styles, Chris 298 Sugar and Spice: Grocers and Groceries in Provincial England 1650–1830 246–7 Sumiya, H 413 supermarkets 142, 378 supply chains: ‘buyer-driven’ 147; fur trade 338; and packaging 125 supply/logistics channel 175–6 Supreme Court, view of antitrust law 267, 269–70 survey methods sustainability: macromarketing 251–2; and packaging 127 Sutherland, D 347–8 sweatshop labour Sweden 428 Sydney Gazette & NSW Advertiser 299, 300, 300 Sydney Morning Herald 297, 306, 310 Tajima, Y 413 Talmud: just price and just wage 194–5; marketing history 180, 184–5; view of monopoly 256 Tamilia, R Tampa Elec Co v Nashville Coal Co 270 Tasaday tribe 27 taste tests 70 taxation: advertising 210, 214, 218; Britain 319–20; China 358 Taylor, Frederick 230 Taylor Nelson Sofres (TNS) 76 Taylor, William 320 Taylorism 420–1 technical trademarks 105–6 technology: Australia 301; and development of marketing 33; disruptive technologies 328; effects of 190; in market research 76; North America 136, 147; packaging production 117; political identities 52; printing 327; sales promotion 221; television transmission 329; United States consumption 49 Tedlow, Richard 86, 117 telegrams 321 telegraph 320–1 television: advertising 215, 219, 326–7; colour 327; India 402; Russia 447; transmission technology 329 Tennent, K.D 165–6 Tesco 326 test marketing 70 textile industry: England 244; India 400 textile trade 185 Thapar, R 394 The Affluent Society 53 The Birth of a Consumer Society, the Commercialization of Eighteenth Century England 250 The coster-monger 211 The Feminine Mystique 52 The Fur Trade in Canada 336–7 The Hidden Persuaders 423 The Histories (Herodotus) 25–6 The Trading World of Asia and the English East India Company 1660–1760 243 ‘The Value of Advertised Trademarks’ 106 The Waste Makers 53 theories of changing values 382 theory of suggestion 217 Theory of the Leisure Class 47–8 Thimm, A 177, 183 Thomas Balmer 66 Thomas, R.P 242 Thompson, E.P 245–6 Thomson, Roy 326–7 Thoreau, Henry David 47 Thorelli, H.B 257 Thrift Committees 49–50 throw-away culture 126–7 Tilton, Ralph 65–6 Toba, K 408–9 Toda, Y 17 toll booths 181 ton-ya 408 Top Management Mission group 410 Toplis, Alison 301 Topographia Christiana (Cosmos) 26 torgovlya 434 town criers 206, 208, 316 trade: and human evolution 25; obstacles to 341; stable relationships 26 trade associations 265, 266 trade barriers, Europe 286 trade cards 318 trade fairs 7–8, 13–14, 34–6; see also fairs trade journals 322 Trade Mark Designs 102 trade networks, Australia 301 trade relations, India 393 trade secrets 262 Trademark Act 1875 (Britain) 103 trademark advertising 106–7 trademark law: Britain 324; liberalization 110 trademark protection 103 trademarks 5, 322 trading equivalence, India 392–3 trading practices: ancient 24–34; Biblical 29 trading ships, Australia 299 trading stamps 215, 218, 322, 326 Transatlantic movements transcendental simplicity 47 transportation 9, 233; Britain 317–20; Canada 340–1; China 354, 356; development of 185, 473 Index 229; fairs 182; macromarketing 247; see also logistics travel, marketing 324 travelling salespeople 91, 182, 188, 227–8, 229, 322 Treaty of Amsterdam 287 Treaty of Madrid 1891 104 Treaty of Paris 286 Treaty of Rome 256, 277, 286–7, 288 Treaty of Utrecht 339 treaty ports, China 354 treaty trade 29 trust: in business relationships 346; in silent trade 25–6 trusts: as corporations 258; development of 258–9; effects on prices 259; government responses 258–9 Tsar Ivan the Terrible 435 Tsoukalis, L 288 Twain, Mark 47 Twede, D Tweedale, G 322, 326 tying arrangements 262, 271 Ugolini, L 163 UK common law 10 unenforceability, of agreements 258 unfair competition torts, examples 255 Unilever 72 United Brands v Commission 289 United Kingdom: competition law 289; development of retailing 6–7; trademark registration 104; see also Britain United States: agricultural engineering industry 118; branding 100–1; chain stores 45–6; court cases 101; development of retailing 6; economic growth 45, 48; environmental movement 53; federal trademark registration 102; feminism 52–3; firearms manufacture 93; income/wealth disparity 51; industrial revolution 257–8; influence on competition law 282, 287; liberalization of trademark law 110; living standards 43–4, 45, 48; market research 62– 4; material well-being 51; military spending 50; recovery from Great Recession 51; standardization 180; trademark registration 104; travelling merchants 185; wholesaling 134–5; see also antitrust law; retailing, North America United States consumption: anti-consumption rhetoric 42, 44, 47–8, 49–50, 53; approach taken 41; boycotts of British goods 44; challenges to consumerism 44; colonial and early federal 42–5; context and overview 41–2; cultural threads 42; data sources 42; distribution systems 45; effects of Civil War 45; family purchasing roles 53; firearms 43, 474 52; gendered aspects 42, 43, 44–5, 46, 49, 52–3; Great Depression 48; immigrants 45; imports 43; legislation 50; local production 43; motor vehicles 52; new products 48; nineteenth century 45–8; political identities 52; recent trends 51; recovery from depression 50; retail institutions 43; since 1945 50–3; social class 43, 47, 49; summary and conclusions 54; technology 52; twentieth century, to 1945 48–50; use of terms 42 universities: Australia 310–11; Germany 375; sales education 229–30 university departments, market research 72–3 University of Chicago, market research 64 University of Cologne, market research 65 University of Melbourne, Faculty of Commerce 310 University of Michigan, Survey Research Center 73 University of NSW 310–11 urban centres, India 391 urbanization 136, 227; Australia 302–3; Britain 319; markets 247–8; retailing, North America 133 US Civil War, effects of 45 US Fair Packaging and Labeling Act 123 US Supreme Court, judgment on trademarks 102 U.S v American Tobacco Co 261, 267 U.S v Colgate & Co 264 U.S v Du Pont de Nemours & Co 269–70 US v E.C Knight Co 259–60 U.S v Terminal Railroad Association 262 US v Trans-Missouri Freight Ass’n 260 U.S v United Shoe Machinery Co 264 U.S v U.S Steel 264 usury laws 35 vacuum cleaners 164 vacuum packing 124 Values, Attitudes and Lifestyles methodology 73 Van der Werf, Y 241 Varman, R 16–17 Veblen, Thorstein 3, 47–8 vending machines 373 Venice 34–5 Venkatachalapathy, A.R 401 Verein Deutscher Reklamefachleute (VDR) 375 Verlinden, C 181, 183 Vernon, Raymond 286, 287 Vershofen, Wilhelm 64, 375 vertical integration 144, 188 vertical marketing system 193 vertical price fixing see resale price maintenance (RPM) Index vertical restraints 287 Vidal, P 178–9 Vietnam war 51 Vinti, C 216 visuals, in advertising 209–10 voluntary chains 141 voluntary simplicity movement 53 von Stackelburg, Georg 77 vouchers 221 wagoners 182 Wahl Asmussen, Haagen 424, 425 Waldron, George B 66 Walker, Henry 209 Walker, J 158–9 Wallace, Henry 284 Waller, D 310 Walvin, James 250 Wapping dispute 327 war-based economy 232 War Communism 437–8 war effort, advertising 325 War Industries Board 265 warehouse operating principles 190 warehouse outlets 147–8 Warner, Charles Dudley 47 Warner, William Lloyd 64 warranties 214–15 WASPs (White Anglo-Saxon Protestants) 49 waste management 127 Watson, John Broadus 64, 217 Weaver, Henry Grady 72 Webb-Pomerene Act 1918 265 Wedgwood, Josiah 4, 92–3, 99 Weisdorf, J.L 241 Weld, Louis D.H 64, 71, 72 well-being, eighteenth-century England 245 Wellman, H.R 232 Wells, L.G 447 Wells, W 283, 284, 287, 290 Welsh, C.A 284 Wengrow, D 97 Werberat 377 Westerfield, R 196 Western Australia Institute of Advertising 306–7 Western dominance, of marketing practice 389 westernization, Japan 409 Westfall, R 389, 402 White, J 250–1 White, L.J 267 White, Percival 71, 72, 74, 230 WHITE RABBIT sewing needles 99 wholesale markets 318 wholesaler-sponsored voluntary groups 193 wholesalers: Japan 17; role of 176 wholesaling: Japan 408, 413; North America 134–5 Whyte, I.D 316 Wiesen, J 377 Wiger, A 287, 288, 290 Wilkie, W.L 333 William Crawford 109 Williams, B 163 Williams, D.E 246 Williams, R 195 Williamson, J.G 244 Wilson, H.E 305 Wilson, J 159–60 Wilson, Woodrow 263, 265 window advertising 18 wine bottles 116 Wirtschaftspsychologische Forschungsstelle 375 Witkowski, T 2–3, 44, 49, 93 Wolfe H.D 110 Wolgast, E.E 53 Wolofson, W.A 214 Woman’s Home Companion, market research 68 women: as consumers of books 88–9; contributions to marketing practice 12–13; in market research 76; marketing roles 9; non-importation movement 44–5; social and domestic roles 49; social class and role in consumption 46; as symbols of wealth 47–8 Wood, J.P 203, 209, 212 working class, as consumers 323 World Association of Public Opinion Research (WAPOR) 74 World Economic Conference 1927 283 world fairs 183, 196; see also fairs World War I: advertising 322–3; antitrust law 264; Australia 303 World War II 307; advertising 325; and competition law 284–5; effects of 5, 17, 50; effects on retail 140 wrapping 116 written announcements 206 Xenophon 30 Yamey, B 192, 196 Yeltsin, Boris 446 Yin, T 355 Young & Rubicam 71, 447 Your Money’s Worth: A Study in the Waste of Consumer’s Dollars 109 ‘youth’ segmentation 86–7 Yugoslavia 75 Zeisel, Hans 71 475 ... Routledge Companion to Marketing History The Routledge Companion to Marketing History is the first collection of readings that surveys the broader field of marketing history, including the key... have provided an overview of the history of marketing thought, this is the first of its kind to review marketing history The Routledge Companion to Marketing History ranges across many countries... Editor of the Journal of Historical Research in Marketing, the Co-Editor of the Routledge Studies in Critical Marketing monograph series, Co-Editor of the Routledge Studies in the History of Marketing,