The appropriateness of using historical case studies as an integral part of the marketing management class is discussed, with the rationale for this inclusion and suggestions for employing case studies as a teaching device. Several examples of cases and their applicability to marketing education are mentioned and useful sources of historical cases are listed.
Get full access to this article
View all access options for this article.
References
1.
Barrett, Paul (1975), "Public Policy and Private Choice: Mass Transit and the Automobile in Chicago Between the Wars,"Business History Review (Winter), 473-497.
2.
Becker, William H. (1973), "American Manufacturers and Foreign Markets, 1870-1900: Business Historians and the New Economic Determinists,"Business History Review (Winter), 468-492.
3.
Boddewyn, J. J. (1982), "Advertising Regulation in the 1980's: The Underlying Global Forces,"Journal of Marketing, 46 (Winter), 27-35.
4.
Buell, Victor P. (1975), ".The Changing Role of the Product Manager in Consumer Goods Companies,"Journal of Marketing, 39 (July), 8-13.
5.
Doerflinger, Thomas M. (1983), "Commercial Specialization in Philadelphia's Merchant Community, 1750-1791,"Business History Review, 57 (Autumn), 217-239.
6.
Dudley, Donald R. (1962), The Civilization of Rome, New York: New American Library, pp. 10-11.
7.
Fraser, Steven (1983), "Combined and Uneven Development in the Men's Clothing Industry,"Business History Review, 57 (Winter), 522-548.
8.
Gras, N. S. B. and Henrietta M. Larsen (1939), Casebook in American Business History, New York: Appleton-Century-Crafts Inc.
9.
Jones, Geoffrey (1985), "The Gramophone Company, An Anglo-American Multinational, 1889-1931,"Business History Review, 59 (Spring), 76-100.
10.
Madison, James H. (1982), "The Evolution of Commercial Credit Reporting Agencies in Nineteenth Century United States,"Business History Review, 56 (Autumn), 130-139.
11.
Martin, Albro (1976), "James J. Hill and the First Energy Revolution: A Study in Entrepreneurs, 1865-1877,"Business History Review, 50 (Summer), 179-201.
12.
Marx, Thomas G. (1976), "Technological Change and the Theory of the Firm: The American Locomotive Industry, 1920-1955,"Business History Review, 50 (Spring), 3-22.
13.
Whyte, William F. (1953), "Leadership in the Work Team," mimeographed report, October, 1953, Ithaca, NY: Cornell University School of Industrial Relations.
14.
Wilkie, Wiliam L. , Dennis L. McNeill, and Michael B. Mazis (1984), "Marketing's Scarlet Letter: The Theory and Practice of Corrective Advertising,"Journal of Marketing, 48 (Spring), 11-31.
