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Forgotten classics: Marketing Methods by Ralph Starr Butler (1918)

Forgotten classics: Marketing Methods by Ralph Starr Butler (1918) Purpose – The purpose of this paper is to provide a retrospective review of an early marketing text, Marketing Methods (1918) by Ralph Starr Butler. Design/methodology/approach – Marketing Methods is summarized, and perspectives of scholars that have occurred since its publication are provided. Findings – Marketing Methods represents the first college textbook to use the term “marketing” and, thus, represents a major and important early work in the field. Originality/value – This review of Marketing Methods provides a retrospective on the development, structure, critical reviews and influence of this text. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Historical Research in Marketing Emerald Publishing

Forgotten classics: Marketing Methods by Ralph Starr Butler (1918)

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1755-750X
DOI
10.1108/JHRM-08-2015-0031
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to provide a retrospective review of an early marketing text, Marketing Methods (1918) by Ralph Starr Butler. Design/methodology/approach – Marketing Methods is summarized, and perspectives of scholars that have occurred since its publication are provided. Findings – Marketing Methods represents the first college textbook to use the term “marketing” and, thus, represents a major and important early work in the field. Originality/value – This review of Marketing Methods provides a retrospective on the development, structure, critical reviews and influence of this text.

Journal

Journal of Historical Research in MarketingEmerald Publishing

Published: Nov 16, 2015

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