Purpose – This paper aims to account for the crafting of the constellation of brand and consumer values around an everyday product, that of bottled water. This paper situates the exponential growth of this market in its historical and cultural context, paying particular attention to the...

Purpose – The purpose of this paper is to document contributions to the early study and teaching of marketing at one of the first universities in Britain to do so and, in that way, to contribute to the literature about the history of marketing thought. Given that the first university business...

Correspondence education has received very little attention from business historians. Therefore, the purpose of this paper is to draw attention to The Sheldon School and the work of its entrepreneurial founder, Arthur Frederick Sheldon. Sheldon's correspondence course was studied by thousands of...

Purpose – The purpose of this paper is to rethink the historical emergence of relationship marketing using the work of an early economics writer. Design/methodology/approach – The approach of the paper is a historical review. Findings – It is demonstrated that Eddy's major publication, The...

Purpose – This paper aims to be a reflection on the production of The History of Marketing Thought . Design/methodology/approach – Historical review. Findings – Marketing has been largely ahistorical. Hopefully with the production of this collection, it will become less so as students and...