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Purpose – The purpose of this article is to introduce the theme of this special issue. In doing so, the paper argues that marketing historical research is in need of a paradigmatic shift. Rather than privilege primary and secondary sources that preserve the perspectives and actions of corporate...
Purpose – The purpose of this paper is to demonstrate the significance and limitations of ethical shopping in Britain in the period between the 1880s and 1914 and, in particular, the use of white lists as a means of encouraging consumers only to buy goods produced in satisfactory working...
Purpose – The purpose of this paper is to provide an overview of the Tausch- or barter-centers that existed in Germany during the 1940s. These small but unique platforms for the exchange of consumer durables represent an almost unknown chapter in economic history. This contribution aims to...
Purpose – This paper aims to join a growing movement in marketing history to include the voices of consumers in historical research on retail environments. It aims to show that consumer perspectives offer new insights to the emergence and reception of large-scale, pre-planned shopping centers in...
Purpose – The purpose of this paper is threefold: first, to analyze the origins of Adelco in the context of the “Consumer Orientation Campaign” (Orientación Para El Consumidor, OPEC, in Spanish) promoted by the Ministry of Economy between 1978 and 1981; second, to describe the main...
Purpose – The purpose of this paper is to critique four marketing textbooks written during the Age of Enlightenment (sixteenth-eighteenth centuries) to understand the educational lessons they taught students of marketing at the time and the lessons they might hold for the present day....
Purpose – This paper aims to provide a close reading of Daniel Defoe’s The Complete English Tradesman . It makes a case that many of the themes that Defoe engages with are consistent with later arguments offered by relationship marketing scholars. Design/methodology/approach – This is a close...
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