Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Advertising in a regulated economy: Swedish advertisements 1760-1800

Advertising in a regulated economy: Swedish advertisements 1760-1800 PurposeThe aim of this paper is to examine the nature of newspaper advertisements for goods in Stockholm newspapers in the 18th century by studying what goods were advertised, how frequently they were advertised and what marketing strategies were used. The findings are discussed in relation to results from other countries and the institutional context.Design/methodology/approachThe primary sources used are three Swedish papers published in Stockholm, one national, Inrikes tidningar, and two local. Stockholms Weckobladh and Dagligt Allehanda. In all, more than 1300 advertisements were examined. In addition, a number of secondary sources were used.FindingsIn contrast to most other countries, the guilds held a firm grip on Sweden’s (and Stockholm’s) business life throughout the 18th century, and enforced strict restrictions on market entry. Thereby, competition was reduced, the number of tradesmen was more or less constant and the need for marketing was low. The guilds also restricted advertising. This led to marketing strategies being underdeveloped in comparison to other countries, which affected Swedish marketing and Swedish advertisements all through the 19th century. Marketing was a viable option in 18th century Sweden, but only for those not restricted by guilds and societies.Originality/valueThere has been very little research on 18th century Swedish marketing. The paper also illustrates the need for including the institutional context when discussing historical marketing, which often has been neglected for this period in the international literature. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Historical Research in Marketing Emerald Publishing

Advertising in a regulated economy: Swedish advertisements 1760-1800

Murhem, Sofia
Journal of Historical Research in Marketing , Volume 8 (4): 23 – Nov 21, 2016
Download PDF
23 pages

Loading next page...
 
/lp/emerald-publishing/advertising-in-a-regulated-economy-swedish-advertisements-1760-1800-lJb0esdWwt

References (23)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1755-750X
DOI
10.1108/JHRM-09-2015-0041
Publisher site
See Article on Publisher Site

Abstract

PurposeThe aim of this paper is to examine the nature of newspaper advertisements for goods in Stockholm newspapers in the 18th century by studying what goods were advertised, how frequently they were advertised and what marketing strategies were used. The findings are discussed in relation to results from other countries and the institutional context.Design/methodology/approachThe primary sources used are three Swedish papers published in Stockholm, one national, Inrikes tidningar, and two local. Stockholms Weckobladh and Dagligt Allehanda. In all, more than 1300 advertisements were examined. In addition, a number of secondary sources were used.FindingsIn contrast to most other countries, the guilds held a firm grip on Sweden’s (and Stockholm’s) business life throughout the 18th century, and enforced strict restrictions on market entry. Thereby, competition was reduced, the number of tradesmen was more or less constant and the need for marketing was low. The guilds also restricted advertising. This led to marketing strategies being underdeveloped in comparison to other countries, which affected Swedish marketing and Swedish advertisements all through the 19th century. Marketing was a viable option in 18th century Sweden, but only for those not restricted by guilds and societies.Originality/valueThere has been very little research on 18th century Swedish marketing. The paper also illustrates the need for including the institutional context when discussing historical marketing, which often has been neglected for this period in the international literature.

Journal

Journal of Historical Research in Marketing – Emerald Publishing

Published: Nov 21, 2016

There are no references for this article.