A. Henning, Robert; H. Witkowski, Terrence - In: Journal of Historical Research in Marketing 5 (2013) 4, pp. 418-448
Purpose – This article aims to document and analyze how E. Remington & Sons built a valuable firearms brand through its advertising in the period 1854-1888. Design/methodology/approach – The study uses qualitative methods. Primary source documents include newspapers, journals, and catalogs....
