Abstract
The Fourth Conference on Marketing History hosted 45 scholars representing a diversity of institutions in the United States, Australia, Canada, and England. Expertise in the fields of marketing, management, advertising, business history, logistics, social history, anthropology, consumer economics, and economics provided interesting and diverse approaches to the study of marketing history. Papers were presented in the following categories: (1) history of marketing thought, (2) historical methods and sources, (3) macromarketing history, and (4) history of marketing practice in terms of promotion, channels, and methods.
Marketing history continues to attract scholars interested in marketing practices, concepts, and methods employed prior to coinage of the term "marketing" as well as those who wish to apply historical techniques to later marketing developments. As a discipline marketing has a long and rich history of experience awaiting additional scholarly efforts.
A fifth conference is planned for April 18-20, 1991 at the Kellogg Center of Michigan State University in East Lansing. Complete proceedings of this conference are currently being published by Michigan State University and will be available to interested persons. Copies of the current proceedings, as well as the second and third conference proceedings, are available from the Department of Marketing and Transportation Administration, 315 Eppley Center, Michigan State University, East Lansing, MI 48824-1121. Please call (517) 353-6381 for ordering information.
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