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The origins of marketing practice in Britain: from the ancient to the early twentieth century

The origins of marketing practice in Britain: from the ancient to the early twentieth century The purpose of this paper is to explore the development of marketing practice in Britain from the ancient to the early twentieth century. It builds upon the author’s chapter in the 2016 Routledge Companion to the History of Marketing.Design/methodology/approachThis paper is based on a review of secondary history and archaeology literature supplemented by digitised historic newspaper and magazine advertising. The literature is frameworked using a modified version of Fullerton’s 1988 periodization which has been extended to include the medieval and Roman eras.FindingsOne of the significant findings of this paper is the key role the state has played in the development of marketing practice in Britain, the construction of pavements being a good example.Originality/valueApart from Nevett’s 1982 history of British advertising and the author’s Routledge Companion to the History of Marketing chapter, this is the first survey of the historical development of British marketing practice. It assembles and presents in a useful way important information. This paper will be of interest to marketing historians, especially students and researchers new to the subject. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Historical Research in Marketing Emerald Publishing

The origins of marketing practice in Britain: from the ancient to the early twentieth century

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Publisher
Emerald Publishing
Copyright
From: Routledge Companion to Marketing History, Hawkins/Jones & Tadajewski, (2016), Taylor Francis Ltd, reproduced by permission of Taylor & Francis Books UK
ISSN
1755-750X
DOI
10.1108/jhrm-06-2017-0024
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to explore the development of marketing practice in Britain from the ancient to the early twentieth century. It builds upon the author’s chapter in the 2016 Routledge Companion to the History of Marketing.Design/methodology/approachThis paper is based on a review of secondary history and archaeology literature supplemented by digitised historic newspaper and magazine advertising. The literature is frameworked using a modified version of Fullerton’s 1988 periodization which has been extended to include the medieval and Roman eras.FindingsOne of the significant findings of this paper is the key role the state has played in the development of marketing practice in Britain, the construction of pavements being a good example.Originality/valueApart from Nevett’s 1982 history of British advertising and the author’s Routledge Companion to the History of Marketing chapter, this is the first survey of the historical development of British marketing practice. It assembles and presents in a useful way important information. This paper will be of interest to marketing historians, especially students and researchers new to the subject.

Journal

Journal of Historical Research in Marketing – Emerald Publishing

Published: Nov 20, 2017

Keywords: Marketing; Newspapers; Markets; Advertising; Shops; Trademarks

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