Abstract
Following the success of the first Workshop on Marketing History, convened in 1983, a second one was held at Michigan State University on April 28-30, 1985. The 41 participating scholars, from a widely-dispersed set of institutions in the United States, Canada and elsewhere, came from a variety of fields, including marketing, management, communications, advertising, business history, social history, national studies and archaeology. Their papers divided into four categories: (1) advertising history, a field that has recently become the subject of much interesting work; (2) international and cross-cultural perspectives including studies of marketing's relationships with economic development; (3) marketing entrepreneurship, including company history, and (4) discussions of marketing methods, theories and concepts. The papers in general support a belief that many marketing concepts and methods have a much longer history than is now generally recognized.
A third workshop is planned for April 1987. Copies of the individual 1985 papers are generally available from their respective authors. The entire proceedings are being published by Michigan State University under the title Marketing in the Long Run and are available from the Department of Marketing and Transportation Administration, 315 Eppley Center, Michigan State University, East Lansing, Michigan 48824-1121 at a price U.S. $20.00 postpaid.
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