An extensive study of archival materials is used to examine the philosophic origins of marketing thought at two centers of early development, the University of Wisconsin and the Harvard Business School. Evidence suggests that the German Historical school of economics provided much of the philosophic foundation of the discipline.
Get full access to this article
View all access options for this article.
References
1.
ArndtJohan (1981), “The Political Economy of Marketing Systems: Reviving the Institutional Approach,”Journal of Macromarketing, 1 (Fall), 36–47.
2.
BartelsRobert (1951), “Influences on the Development of Marketing Thought, 1900–1923,”Journal of Marketing, 16 (1), 1–17.
3.
BartelsRobert (1962), The Development of Marketing Thought.Homewood, IL: Irwin Press.
4.
BordenNeil H. (1927), Problems in Advertising.New York: A. W. Shaw Co.
5.
BrooksRobert (1906), Brooks to Henry W. Farnam, unpublished correspondence, Farnam Family Papers.New Haven, CT: Yale University Library Archives.
6.
ColeArthur (1970), “The First Dean: A Wondrous Choice,”Harvard Business School Bulletin (May–June), 32–34.
7.
ConradJohannes (1868), “Die Statistik der Landwirthschaftlichen Production,”Jahrbucher fur Nationalokonomie und Statistik, 10, 81.
8.
ConversePaul D. (1933), “The First Decade of Marketing Literature,”NATMA Bulletin (November), 1–4.
9.
ConversePaul D. (1945), “The Development of the Science of Marketing,”Journal of Marketing, 10 (July), 14–23.
10.
ConversePaul D. (1959), The Beginning of Marketing Thought in the United States.Austin: Bureau of Business Research, University of Texas.
11.
CopelandMelvin T. (1920), Marketing Problems.New York: A. W. Shaw Co.
12.
CopelandMelvin T. (1958), And Mark an Era: The Story of the Harvard Business School.Boston: Little, Brown & Co.
13.
CruikshankJeffrey L. (1987), A Delicate Experiment: The Harvard Business School 1908–1945.Cambridge, MA: Harvard Business School Press.
14.
DorfmanJoseph (1955), “The Role of the German Historical School in American Economic Growth,”American Economic Review, 45 (May Supplement), 17–39.
15.
ElyRichard T. (1884), “The Past and Present of Political Economy,” in Johns Hopkins University Studies in Political Science.Baltimore: Johns Hopkins University, 1–64.
16.
ElyRichard T. (undated), “Economics and Social Science in Relation to Business Education,” unpublished manuscript, Ely Papers.Madison: State Historical Society of Wisconsin.
17.
ElyRichard T. (1891), Ely to E. A. Ross, June 23, unpublished correspondence, Ely Papers.Madison: State Historical Society of Wisconsin.
18.
ElyRichard T. (1903), E. D. Jones to Ely, March 18, unpublished correspondence, Ely Papers.Madison: State Historical Society of Wisconsin.
19.
ElyRichard T. (1906), Ely to Henry W. Farnam, unpublished correspondence, Farnam Family Papers.New Haven, CT: Yale University Library Archives.
20.
ElyRichard T. (1918), E. D. Jones to Ely, February 3, unpublished correspondence, Ely Papers.Madison: State Historical Society of Wisconsin.
21.
ElyRichard T. (1931), Remarks of Richard T. Ely at the Annual Meeting of the AEA, unpublished manuscript, Ely Papers.Madison: State Historical Society of Wisconsin.
22.
ElyRichard T. (1936), “The Founding and Early History of the American Economic Association,”Proceedings of the American Economic Association, 26 (December), 141–50.
23.
ElyRichard T. (1938), Ground Under Our Feet.New York: Macmillan Publishing Co.
24.
FariaA. J. (1983), “The Development of the Functional Approach to the Study of Marketing to 1940,” in First North American Workshop on Historical Research in Marketing, HollanderStanley, and SavittRonald, eds. East Lansing: Michigan State University, 160–9.
25.
FarnamHenry W. (1908), “Deutsche-amerikanische Beziehungen in der Volkswirtschaftslehre,” in Die Entwicklung der Deutschen Volkswirtschaftslehre im Neunzehnten Jahrundert, SchmollerGustav, ed., Leipzig, 25–9.
26.
FullertonRonald A. (1987), “The Poverty of Ahistorical Analysis: Present Weakness and Future Cure in U.S. Marketing Thought, in Philosophical and Radical Thought in Marketing, FiratF., DholakiaN., and BagozziRichard, eds. Lexington, MA: Lexington Books.
27.
GayEdwin Francis (1907), Diaries 1907–1914, unpublished diaries, Edwin Francis Gay Collection.San Marino, CA: The Huntington Library.
28.
GayEdwin Francis (1908), “The New Graduate School of Business Administration,”Harvard Illustrated Magazine, 9, 159–61.
29.
GayEdwin Francis (1912a), “The Scientific Study of Retailing,”Hardware Dealer's Magazine (December), 1215–17.
30.
GayEdwin Francis (1912b), “The History of Modern Commerce as a Field of Investigation,” unpublished address to Historical Association, Edwin Francis Gay Collection.San Marino, CA: The Huntington Library.
31.
GayEdwin Francis (1923), “The Rhythm of History,”Harvard Graduate Magazine, 2.
32.
GayEdwin Francis (1927a), “Social Progress and Business Education,” Gay's Addresses, Address delivered at the Dedication of Weiboldt Hall, Northwestern University, June 16, Edwin Francis Gay Collection.San Marino, CA: The Huntington Library.
33.
GayEdwin Francis (1927b), “The Founding of the Harvard Business School,”Harvard Business Review, 5 (July), 397–400.
34.
GayEdwin Francis (1941), “The Tasks of Economic History,”Journal of Economic History, 1.
35.
HagertyJames E. (1906), “Hagerty to Henry W. Farnam,” unpublished correspondence, Farnam Family Papers.New Haven, CT: Yale University Library Archives.
36.
HagertyJames E. (1936), “Experiences of Our Early Marketing Teachers,”Journal of Marketing, 1 (July), 20–7.
37.
HanfordG. H. (1954), “About the Formative Years,”Harvard Business School Bulletin, 219–24.
38.
HeatonHerbert A. (1949), “The Making of an Economic Historian,”Journal of Economic History, Supplement 9, 1–18.
39.
HerbstJurgen (1965), The German Historical School in American Scholarship.New York: Cornell University Press.
40.
HildebrandBruno (1848), Die National Okonomie der Gegenwart and Zukunst.Frankfurt: J. Rutten.
41.
HuntShelby D., and GoolsbyJerry (1988), “The Rise and Fall of the Functional Approach to Marketing: A Paradigm Displacement Perspective,” in Historical Perspectives in Marketing: Essays in Honor of Stanley Hollander, NevettTerence, and FullertonRonald, eds. Lexington, MA: Lexington Books, 35–51.
42.
JonesD. G. Brian (1987), “Edward David Jones: A Pioneer in Marketing,” in Marketing in Three Eras, HollanderStanley, and NevettTerence, eds. East Lansing: Michigan State University, 126–34.
43.
JonesEdward David (1911a), “The Larger Aspects of Private Business,”Mill Supplies, 1, 2–4.
44.
JonesEdward David (1911b), “Quantity Prices Versus Classified Lists,”Mill Supplies, 1, 245.
45.
JonesEdward David (1911c), “Functions of a System of Grades,”Mill Supplies, 1, 529–30.
46.
JonesEdward David (1912a), “Cost of Living and the Retail Trade,”Mill Supplies, 2, 577.
47.
JonesEdward David (1912b), “Functions of the Merchant,”Mill Supplies, 2, 575–7.
48.
JonesEdward David (1912c), “Principles of Modern Retail Merchandising,”Mill Supplies, 2, 461–2.
49.
JonesEdward David (1913a), “Function of Trade Marks,”Mill Supplies, 3, 69–70.
50.
JonesEdward David (1913b), “Some Propositions Concerning University Instruction in Business Administration,”Journal of Political Economy, 21, 185–95.
51.
KantrowAlan M. (1986), “Why History Matters to Managers,”Harvard Business Review, 64 (January-February), 81–8.
52.
KniesKarl (1853), Die Politische Oekonomie vom Standpunkte der Geschichtlichen Methode.Braunschweig: C. A. Schwetschke.
53.
MarshallAlfred (1890), Principles of Economics.London: Macmillan & Co.
54.
MarshallAlfred (1919), Industry and Trade, 2nd ed. London: Macmillan & Co.
55.
MartinSeldin O. (1916), “The Bureau of Business Research,”Harvard Alumni Bulletin, 266–9.
56.
MaynardHarold H. (1941), “Marketing Courses Prior to 1910,”Journal of Marketing, 5 (April), 382–4.
57.
McNairMalcolm P., and DavidD. K. (1925), Problems in Retailing.Chicago: A. W. Shaw Co.
58.
MoniesonDavid D. (1981), “What Constitutes Usable Knowledge in Marketing?”Journal of Macromarketing, 1 (Spring), 14–22.
59.
MylesJack C. (1956), “German Historicism and American Economics—A Study of the Influence of the German Historical School on American Economic Thought,” PhD dissertation, Princeton University.
60.
PigouA. C., ed. (1956), Memorials of Alfred Marshall.New York: Kelley & Millman Inc.
61.
PulverGlen C. (1984), “Improving Agriculture and Rural Life,” in Achievements in Agricultural Economics 1909–1984.Madison: University of Wisconsin.
62.
RaderBenjamin (1966), The Academic Mind and Reform: The Influence of Richard T. Ely in American Life.Lexington: University of Kentucky Press.
63.
RedlichFritz (1957), “Academic Education for Business: Its Development and the Contribution of Ignaz Jastrow (1856–1937),”Business History Review, 31 (Spring), 35–93.
64.
RoscherWilhelm (1843), Grundriss zu Vorlesungen uber die Staatswirthschaft nach Geschichtlichen Methode.Gottingen: Dieterich.
65.
RoscherWilhelm (1878), Principles of Political Economy, translated by John J. Lalor, Vol. 1. Chicago: Callaghan & Co.
66.
SavittRonald (1980), “Historical Research in Marketing,”Journal of Marketing, 44 (Fall), 52–8.
67.
SavittRonald (1983), “A Note on the Varieties and Vagaries of Historical Data,”First North American Workshop on Historical Research in Marketing, HollanderStanley, and SavittRonald, eds. East Lansing: Michigan State University, 30–4.
68.
ShawArch W. (1912), “Some Problems in Market Distribution,”Quarterly Journal of Economics, 26, 703–65.
69.
ShawArch W. (1950), “Acceptance Speech at the 1950 Converse Award,” unpublished manuscript, Edwin Francis Gay Collection.San Marino, CA: The Huntington Library.
70.
ShethJagdish N., and GrossBarbara L. (1988), “Parallel Development of Marketing and Consumer Behavior: A Historical Perspective,” in Historical Perspectives in Marketing, NevettTerence, and FullertonRonald, eds. Lexington, MA: Lexington Books, 9–33.
71.
SparlingSamuel E. (1906), Introduction to Business Organization.New York: Macmillan Publishing Co.
72.
TaussigFrank (1906), Taussig to Henry W. Farnam, unpublished correspondence, Farnam Family Papers.New Haven, CT: Yale University Library Archives.
73.
TaussigFrank (1907), Taussig to Gay, unpublished correspondence, C. W. Eliot Papers.Cambridge, MA: Harvard University Archives, Pusey Library.
74.
TaylorHenry C. (1908), Taylor to B. H. Hibbard, unpublished correspondence, Henry Charles Taylor Papers.Madison: State Historical Society of Wisconsin.
75.
TaylorHenry C. (1910), “The Prices of Farm Products,”University of Wisconsin Agricultural Experiment Station Bulletins, 209 (May), 1–29.
76.
TaylorHenry C. (1920), “The Development of Research and Education in Agricultural Cooperation and Marketing at the University of Wisconsin 1910–1920,” unpublished manuscript, Henry Charles Taylor Papers.Madison: State Historical Society of Wisconsin.
77.
TaylorHenry C. (1922), “What's Back of Marketing?” unpublished manuscript, Henry Charles Taylor Papers.Madison: State Historical Society of Wisconsin.
78.
TaylorHenry C. (1941), “Plus Ultra,” unpublished autobiography, Henry Charles Taylor Papers.Madison: State Historical Society of Wisconsin.
79.
TaylorHenry C., SchoenfeldW. A., and WehrweinG. S. (1913), “The Marketing of Wisconsin Cheese,”Agricultural Experiment Station Bulletins, 231 (April), 1–36.
80.
TaylorHenry C., and TaylorAnn Dewees (1974), The Story of Agricultural Economics in the U.S. 1840–1932.Westport, CT: Greenwood Press.
81.
ThakaraA. M. (1913), “German Educational Courses in Cooperation and Marketing,” unpublished report, Benjamin Hibbard Papers.Madison: University of Wisconsin Library Archives.
82.
ThompsonClarence B. (1917), The Theory and Practice of Scientific Management.Boston: Houghton-Mifflin Company.
83.
ThwingCharles F. (1928), The American and the German University.New York: The Macmillan Co.
84.
TosdalH. R. (1921), Problems in Sales Management.New York: A. W. Shaw Co.
85.
WrightJohn, and DimsdaleP. B. (1974), Pioneers in Marketing.Atlanta: Georgia State University.
