Purpose – Using the German book trade as a case example, the aim of the paper is to show how the evolution of segmentation began with increasingly sophisticated marketing practice long before formal thought was developed to explain matters. Design/methodology/approach – The paper's approach...

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 research aims to examine a number of legal sources for evidence that US marketers were interested in protecting their brand identities in the 1800s. Design/methodology/approach – The research examines historical legal records including registrations for commercial prints and...

Purpose – The purpose of this paper is to explore the historical origins of consumer well‐being as well as the factors that shaped its evolution. Design/methodology/approach – The paper presents a review of original publications that highlight classic views of consumer well‐being,...