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Guest editorial

Guest editorial The history of marketing theory and thought Introduction In this special issue, we have four papers that explore varied facets of marketing theory and thought. The first article deals with the work of William A. Shryer. This individual was a practitioner from Detroit. Among his many interests, he sought to determine the most effective vehicles for marketing communications. His focus on understanding which advertisements were most successful led him to adopt an analytical strategy that places him within the emerging field of marketing and advertising science. Keying his ads to specific outlets let him evaluate returns from expenditure and increase the efficiency of his operational decision-making. Drawing upon Shryer’s major publications, Tadajewski illuminates Shryer’s research strategy, analytic methods and unpacks the sophisticated psychological framework that underpins the approach he adopted and recommended to other research-minded businesspeople. This leads Tadajewski to engage in a close reading of the psychological literature permeating Shryer’s work – most notably the publications of William James, Boris Sidis and Joseph Jastrow – linking this to contemporary turns in marketing theory and thought (Tadajewski, 2019). This means that Tadajewski’s manuscript takes us from the late 19th century right to the present day. It starts with Shryer’s 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-05-2020-083
Publisher site
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Abstract

The history of marketing theory and thought Introduction In this special issue, we have four papers that explore varied facets of marketing theory and thought. The first article deals with the work of William A. Shryer. This individual was a practitioner from Detroit. Among his many interests, he sought to determine the most effective vehicles for marketing communications. His focus on understanding which advertisements were most successful led him to adopt an analytical strategy that places him within the emerging field of marketing and advertising science. Keying his ads to specific outlets let him evaluate returns from expenditure and increase the efficiency of his operational decision-making. Drawing upon Shryer’s major publications, Tadajewski illuminates Shryer’s research strategy, analytic methods and unpacks the sophisticated psychological framework that underpins the approach he adopted and recommended to other research-minded businesspeople. This leads Tadajewski to engage in a close reading of the psychological literature permeating Shryer’s work – most notably the publications of William James, Boris Sidis and Joseph Jastrow – linking this to contemporary turns in marketing theory and thought (Tadajewski, 2019). This means that Tadajewski’s manuscript takes us from the late 19th century right to the present day. It starts with Shryer’s

Journal

Journal of Historical Research in Marketing – Emerald Publishing

Published: May 18, 2020

References

  • Should consumer citizens escape the market?