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Guest editorial

Guest editorial JHRM 9,4 Exploring the origins of marketing thought and practice in the United Kingdom Introduction When we look at the history of marketing theory and practice, it rapidly becomes clear that most research studies published to date focus on one context, namely, the USA. To be sure, the Journal of Historical Research in Marketing has engaged with other locations, most notably Canada, Ireland, Italy and Australia, along with the Soviet Union and its satellites (Tadajewski and Stole, 2016). As part of this ongoing geographical pluralisation of marketing history, we wanted to source contributions that devoted their scholarly attention to the UK. Two of the special issue editors hail from the country; the other has paid significant attention to university education in Great Britain (Jones and Tadajewski, 2015; 2017), so it seemed like a natural project to tackle. We think the effort has paid off. As Richard Hawkins reveals in his extended survey of marketing practices from the ancient world through to the past century, the UK has witnessed a rich and varied tapestry of marketing practice. Interestingly, Hawkins’ contribution to this issue does not provide us with a simple progressive narrative. He is a much more sophisticated and reflexive http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Historical Research in Marketing Emerald Publishing

Guest editorial

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1755-750X
DOI
10.1108/JHRM-09-2017-0051
Publisher site
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Abstract

JHRM 9,4 Exploring the origins of marketing thought and practice in the United Kingdom Introduction When we look at the history of marketing theory and practice, it rapidly becomes clear that most research studies published to date focus on one context, namely, the USA. To be sure, the Journal of Historical Research in Marketing has engaged with other locations, most notably Canada, Ireland, Italy and Australia, along with the Soviet Union and its satellites (Tadajewski and Stole, 2016). As part of this ongoing geographical pluralisation of marketing history, we wanted to source contributions that devoted their scholarly attention to the UK. Two of the special issue editors hail from the country; the other has paid significant attention to university education in Great Britain (Jones and Tadajewski, 2015; 2017), so it seemed like a natural project to tackle. We think the effort has paid off. As Richard Hawkins reveals in his extended survey of marketing practices from the ancient world through to the past century, the UK has witnessed a rich and varied tapestry of marketing practice. Interestingly, Hawkins’ contribution to this issue does not provide us with a simple progressive narrative. He is a much more sophisticated and reflexive

Journal

Journal of Historical Research in Marketing – Emerald Publishing

Published: Nov 20, 2017

References

  • Exploring the forms of dysfunctional customer misbehaviour: a study of differences in servicescape and customer disaffection with service
  • Linking employee and customer misbehaviour: the moderating role of past misdemeanours
  • The historical development of segmentation: the example of the German book trade