Revisit: Marketing History From Below


Marketing History From Below: Bringing the Consumer Back In, Special Issue of Journal of Historical Research in Marketing; Deadline 1 Sep 2014

Special issue call for papers from Journal of Historical Research in Marketing

Special Issue on ‘Marketing History From Below: Bringing the Consumer Back In’

The Journal of Historical Research in Marketing invites submissions for a special issue focused on ‘Marketing History from Below’. Although marketing scholarship frequently asserts that marketing strategy begins and ends with consumers, most marketing historical work still focuses on firms, brands, products, advertising, packaging, government institutions, and the history of marketing thought. Marketing historiography thus extends the perspective of those who market, as opposed to the voice and influence of those who are being marketed to. What’s more, despite the recent acknowledgement that consumers are very active in the creation of value in marketing, very little historical scholarship exists that shows how this value creation by consumers was actually shaped. This special issue attempts to address this hiatus and asks what historical research in marketing can contribute to shed light on the cultural-economic spaces that lie beyond the realm of firm activities, that is, the spaces populated by consumer communities, social experiences, political resistances, and consumer-led alternatives that make up the market.

For more information, please see the full CFP at the JHRM webpage:

The submission deadline for this special issue is September 1, 2014 with an expected publication date of August 2015. If you are unsure of the suitability of your topic or have questions regarding a submission, please contact the special issue guest editor Stefan Schwarzkopf, Associate Professor in Business History, Copenhagen Business School, at