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AbstractThe history of marketing thought has been dominated by the analysis of events in the United States. This paper describes similar developments that took place in Canada during the period from 1920 to 1940. Specifically, the study of marketing at two centers of early development, Queen's University and the University of Western Ontario, is examined.RésuméHistoriquement, c'est l'analyse amëricaine des ëvënements qui a dominë les courants de pensëe en marketing. Cet article expose l'ëvolution canadienne du marketing de 1920 ä 1940. Plus particuliërement, l'article traite de l'ëtablissement de deux des premiers centres d'ëtudes du marketing dans les universitës Queen's et Western Ontario.

"The study and teaching of marketing as a university subject is widely acknowledged to have originated in America during the early 20th century and to have emerged as an applied branch of economics. This book tells a different story describing the influence of the German historical school on institutional economists and economic historians who pioneered the study of marketing in America and Britain during the late 19th and early 20th centuries. Drawing from archival materials at the University of Wisconsin, Harvard Business School, and the University of Birmingham, this book documents the early intellectual genealogy of marketing science and traces the ideas that early American and British economists borrowed from German scholars to study and teach marketing. Early marketing scholars both in America and Britain openly credited the German School, and its ideology based on social welfare and distributive justice was a strong motivation for many institutional economists who studied marketing in America, predating the modern macro-marketing school by many decades. Challenging many traditional beliefs, this book provides an authoritative new narrative of the origins of marketing thought. It will be of great interest to educators, scholars and advanced students with an interest in marketing theory and history and in the history of economic thought"--

Intellectual biography contributes to our understanding of the history of ideas. It can help to explain the origins of a scholar's work, the ideological underpinnings of a subject's thought, and can shed light on the sociology of knowledge. This e-book includes articles that celebrate the lives and contributions of five different pioneers in business education

Vargo and Lusch (V&L) have claimed that there was a movement from a goods-dominant logic to service-dominant logic in marketing. We problematise this narrative via attention to multiple strands of service discourse from the late 19th to mid-20th century. Our focus begins with the promotion of service in the economics literature. A close reading of a publication important to V&L's account reveals the politics associated with the rise of service discourse. This is elided in their work. Our genealogy subsequently engages with the publications of A. F. Sheldon. His views are unpacked and links to the Rotary Club explicated. The evidence indicates that service discourse was relational in orientation and ethically driven, with the intertwined themes in Sheldon and Rotary's publications generalised into an emergent 'theory of society' that had applicability around the world. We term this discursive formation 'service capitalism'. This perspective was contested by a 'counter manoeuvre' labelled 'service socialism'. Service socialism differed fundamentally from Sheldon's axiology, Rotary's service capitalism or the midpoint view detailed by Edward Filene due to its focus on the deleterious impact of the profit motive, the significance of 'use value', the reorientation from ownership to access-based consumption and attention to human welfare and economic security. Service socialism, we conclude, generates insights that require engagement today.