Purpose – This study seeks to investigate the interaction between marketers' strategic behaviors, social norms, and societal stakeholders within a particular historical time period, the 1960s and 1970s. Design/methodology/approach – The study's findings are based on an analysis of two...

Purpose This paper aims to examine the tourist business and marketing strategies of a US agribusiness giant, the United Fruit Company (UFCO), between its incorporation in 1899 and 1940. It considers how tourist marketing served the company’s public-relations interest and tourism’s broader...

Purpose – The purpose of this paper is to critique four marketing textbooks written during the Age of Enlightenment (sixteenth-eighteenth centuries) to understand the educational lessons they taught students of marketing at the time and the lessons they might hold for the present day....