Purpose – Through an account of the layout, operations, and four main product lines of a small Chicago bookstore between 1938 and 1947, the purpose of this paper is to show how a neighborhood retail establishment reacted to the sweeping events of the Great Depression and World War II....

Purpose – This purpose of this paper is to investigate the policies and consequences of state‐directed consumerism in Iran during the reign of Shah Abbas I (1587–1629) of the Safavid dynasty. Design/methodology/approach – The research is based upon several secondary literatures,...

Purpose – The marketing field established important institutions – college courses, teachable texts, professional associations, and regular conferences – during the first three decades of the twentieth century, but did not fully mature as a scholarly discipline until the first specialized...

Purpose – This article seeks to bring two hitherto neglected Polish language texts on selling and salesmanship to the attention of marketing historians. In contrast to Bartels' seminal work, this research aims to show that early marketing writing was not just in the English language and that...

Purpose – This study seeks to further understanding of spectator consumption practices by applying modern consumer theory in a much different historical context: the gladiator games during the time of the Roman Empire. The objective is to validate modern ideas of consumption practices with...

Purpose This paper aims to investigate the history and distribution of trade ceramics in Southeast Asia over a thousand-year period stretching from the ninth to the early nineteenth century CE. Design/methodology/approach The study takes a material culture approach to the writing of marketing...

This research measured and compared the brand identity of Kentucky Fried Chicken (KFC) in China and the United States. Brand identity was defined as the customer impressions of four different KFC identity elements – properties, products, presentations, and publications. A survey of young...

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....