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Retrospectives in Marketing (RIM)

A Newsletter of the History of Marketing and Marketing Thought

Published by Michigan State University

The Eli Broad College of Business

August, 2002, Vol. 15, No. 3

The Eleventh Biennial Conference on Historical Analysis & Research in Marketing (CHARM) will mark the 20th anniversary of the First North American Workshops on Historical Research in Marketing held in 1983 at Michigan State University.  This year’s conference will also be held in East Lansing, Michigan at Michigan State University on May 15-18, 2003.  The editors of the proceedings of that first conference wrote in appreciation to the participants for their "intelligence, energy, cooperativeness and good humor with which they set out on a largely untrod path." Twenty years later the personal qualities of CHARMers remains unchanged and the path has led us back to our roots as the 2003 Conference will again be held at Michigan State University, hosted by the School of Packaging and the Eli Broad College of Business. 

Papers on all phases of marketing history and the history of marketing thought in all geographic areas and all timeframes are welcome at this friendly, informal, and collegial gathering. Methodological and pedagogical submissions are also invited. We are particularly interested in seeing papers related to the conference theme-The heroes and scoundrels, thinkers and innovators, great successes and spectacular failures, and academics and practitioners who have made marketing one of history's most romantic endeavors!

All paper submissions will be double blind reviewed and a proceedings volume will be published. Full papers (25 page maximum) or extended abstracts (750-1000 word plus references) may be submitted. Authors may choose to publish either full papers or extended abstracts in the proceedings. The deadline for paper submissions is November 15, 2002. Acceptances will be sent by the end of January, 2003. Outstanding full papers may be invited for submission to the Journal of Macromarketing. The full paper judged to be the best overall at the conference will be awarded the Stanley C. Hollander Best Paper Award. The full paper submitted by a graduate student judged to the best will be awarded the David D. Monieson Best Student Paper Award. 

For submission guidelines and additional information about the conference please check the conference web page, http://www.upei.ca/~charm which will be updated periodically. Or, for more information contact the Program Chair: Terrence H. Witkowski, Dept. of Marketing, California State University, Long Beach, CA, 90840 (e-mail witko@csulb.edu). 


The 11th CHARM will be held at the Kellogg Hotel and Conference Center located on South Harrison Road on the campus of Michigan State University in East Lansing, Michigan. It is conveniently located just eight miles from the Capital City Airport. For those renting or arriving by car, a 1,000 space attached parking garage is available on a complimentary basis. The state-of-the-art conference center facilities include a recently opened fitness center.The hotel has 165 guest rooms. The CHARM rate has been set at $82 per night. When making reservations, refer to the CHARM conference. For reservations, phone 800-875-5090 or 517-432-4000. For more information about the Kellogg Conference Center, see their website at http://www.hfs.msu.edu/kellogg/kellogg.html Saturday's sessions will conclude in time for CHARMers to take in the highly acclaimed East Lansing Art Fair, followed by dinner at the nearby Beggars' Banquet. All meals from Thursday dinner through Sunday's lunch including the Banquet as well as non-alcoholic refreshment breaks are included in the CHARM registration fee.  For more information about arrangements, please contact Professor Diana Twede at MSU School of Packaging. Phone 517-353-3869. Fax 517-353-8999. Email twede@pilot.msu.edu 


Those flying to the 11th CHARM meeting in East Lansing in May 2003 can take advantage of a new free service instituted at Kellogg Center.  Those who use Capital City Airport in Lansing will be met by free van service from Kellogg Center and also return the same way provided they provide information about flight numbers, airline and expected arrival times along with their reservation forms.  This results in a considerable cost savings and provides a real convenience in lieu of the sporadic taxi service normally available at the airport.  Completion of the reservation forms in a prompt matter will be very helpful since meal choice (lunch and dinner entrée choices) will also need to be indicated on the forms to ensure that everything is to your taste.  The MSU Marketing and Supply Chain Department intends to host the cocktail party for attendees on Friday evening.

We have just seen the 2002 edition of Essays in Economic & Business History, the annual publication of the Economic and Business Historical Society.  It contains fourteen articles and one abstract selected from an undisclosed number of papers presented at the society’s annual meeting.  An unusually high proportion of the published papers is devoted to marketing subjects.  They include: “The Role of Sales Agents in the Diffusion of U.S. Machine Tool Technology in Europe” by Roberto Mazzoleni, Hofstra University; “The Rise and Fall of the Green Doctrine: The Sherman Act, Howell Jackson, and the Interpretation of the “Interstate Commerce Act”, 1890-1941,” by Harvey Gresham Husdpeth, Mississippi Valley State University; “Edward Bok: The Editor As Entrepreneur,” by W. David Lewis, Auburn University; and “The Nordstrom Way- Will It Survive?” (abstract only) by Mark L. Gardener, Piedmont College.  Copies probably can be purchased from the secretary, Gene Smiley at Marquette University, although distribution is generally concentrated among the society’s members.  Incidentally, the forecast for Nordstrom’s is fairly optimistic. 


             Journal of Macromarketing readers know that we have published many retrospective reviews of older seminal books in marketing in related areas in recent years as part of our historical coverage.  Now the venerable Atlantic Monthly, that favorite adornment of faculty clubs around the country, follows suit with a review of the late 19th century The Jungle by Upton Sinclair.  The occasion of this review is the issuance of a new modern library edition by Random House in New York with an introduction by Jane Jacobs, the author of The Death and Life of Great American Cities.  Sinclair hoped to depict the exploitation of immigrant labor in Chicago at the end of the 19th century.  However, the major impact of his book was to create horror at the description of the filth, pollution, and general corruption of the meat packing process there.  The Atlantic’s reviewer notes Sinclair’s rueful remark, “He aimed an arrow for the heart of America, but instead struck it in its stomach.”  The Jungle is credited with indirectly inspiring the Pure Food and Drug Act and Meat Inspection Act of 1906.

The same July-August issue of the Atlantic also contains an interesting travel article by Ian Fraser on the Mall of America in the Minneapolis Metropolitan Market.  As one might imagine Fraser finds the mall to be very banal and in a sense ahistoric.

 Journal of Macromarketing, June 2002 contains the following relevant articles:  “Enterprise Development Under an Economic Detour: Black Owned Advertising Agencies in 1940-2000”,  by Judy Foster Davis;  “Out in the Market: History of the Gay Market Segment in the United States” by Blaine J. Branchik;  “Commercial Amphoras: The Earliest Consumer Packages” by Diana Twede.  Reviews represented were, among others, Brand New: How Entrepreneurs Earned Consumers’ Trust: From Wedgewood to Dell by Nancy L. Koehn reviewed by Ronald Savitt;  The Gift in 16th Century France by Natalie Zeeman Davis reviewed by Diana Twede.   Marketing historians will also be interested in a paper by John Mittelstaedt “A Framework for Understanding the Relationship Between Marketing and Religion” that appears in this issue but not in the history section.

Hardly latest news, this is not hot flash just off the news ticket.  This is something that Cheryl Hanson the super-intelligent student that is helping RIM happened to discover that will be of considerable interest to marketing historians.  Fortunately, journal publications last and will remain accessible through your library.  The October 1996 issue of the American Historical Review is devoted to the history of shopping centers and contains the following articles: “From Town Center to Shopping Center: The Reconfiguration of Community Marketplaces in Postwar America” by Lizabeth Cohen;  “U.S. Tax Policy and the Shopping-Center Boom of the 1950s and 1960s”  by Thomas W. Hanchett; and “All the World’s a Mall:  Reflections on the Social and Economic Consequences of the American Shopping Center” by Kenneth T. Jackson. 



Harley Davidson will celebrate its 100th anniversary in 2003.


According to National Public Radio (“Morning Edition”) May 6, 2002, marks the 100th anniversary of the appearance of the Buster Brown comic strip prepared by Richard Outcault.  This strip was, in a sense, a revival of his original “Yellow Kid” comic, often believed to be the first American comic strip.  The Yellow Kid was a slum child who was involved in rowdy behavior and was constantly in trouble.  A cigarette-smoking, beer-swilling lad, he aroused the resentment of parents even though his popularity led to the use of the terms “yellow paper” and “yellow journalism” for the newspapers in which he appeared.  Eventually the strip was abandoned.  Subsequently, Outcault introduced Buster Brown, a rich kid, who also got into trouble in a much more genteel way, and who always apologized and atoned for his sins from the last panel thus becoming much more acceptable to middle-class parents in a genteel age.  Given the popularity of Buster Brown, in his distinctive upper-middle class style costume of short pants, Eaton type jacket, and broad rimmed hat, Outcault went to the St. Louis World’s Fair in 1904 and issued approximately 200 licenses for commercial utilization of the Buster Brown image.  The most successful of these was the adoption of the image and the name by the Brown Shoe Company also of St. Louis.  Eventually, the Brown Shoe Company employed a small army of boys and then midgets to portray Buster Brown in store appearances and featured the character in its radio show.  This was one of the most successful marketing programs in American history.


According to the AMA’s Marketing News August 5, 2002, many British branders are finding that exploitation of both their firms and their nation’s historic images is providing helpful and increasing sales to overseas markets.  Somewhat analogous opportunities are seen as available to U.S. marketers.




Ranger Roger has sent us a copy of a London Times literary supplement review of a new book by Philip Bobbitt, The Shield of Achilles, Allen Lane, Penguin Press, written by T.G. Otte.  In the postscript section of his book, Bobbitt argues that the nation-state is being superseded by the market-state.  Essentially this involves the way in which globalized enterprises are able to ooze out of national jurisdictions and conduct their activities in ways that may be almost entirely independent of the consequences of national economies.  Bobbitt is not the only political historian to share this view.  Macromarketers may well have a duty to pursue this concept further.

Stagecoach by Phillip L. Fradkin, New York: Simon and Schuster 2002, is a lively anecdotal history of the great logistical role that the Wells Fargo Company played in the development of the American West.  It was able to offer mail and package delivery service in spite of the lackadaisical U.S. Postal Service supposed congressional monopoly by purchasing U.S.P.S. stamped envelopes, adding its own insignia, and selling the resultant product for several times the price of the two combined stamps.  Customers were willing to pay the premium for fast, reliable delivery service.  The current banking business grew out of the carrier service. 

Salaula: The World of Second Hand Clothing and Zambia by Karen Tranberg Hansen, August 2000, University of Chicago Press, 288 pgs, $52.50, describes the process by which donated used clothing moves through thrift stores in the U.S. and a succession of intermediaries to wind up at second-hand clothing stores in Zambia, the former northern Rhodesia, in Africa.  Robert Mittelstaedt in reviewing this book for the Journal of Macromarketing points out that it describes an almost perfect example of how this supply chain system constitutes an almost perfect example of the Aldersonian macromarketing sorting process in matching a heterogeneous supply to heterogeneous demand.



For your convenience (have you ever heard those words before?) RIM will try a revised distribution system.  Instead of the semiannual mailing, we hope to offer quarterly appearances on the association’s web page <www.upei.ca/~charm>.  Everyone on the CHARM / AHRIM email list will be notified when each RIM issue is posted.  Please be sure that Brian Jones <bjones@upei.ca> has your e-mail address and the addresses of any interested friends/ colleagues who would want to read RIM.  Incidentally, all back issues of RIM to and including 1998 are available on the web site.



The CHARM web site now includes a new cumulative index to all past CHARM proceedings (1983 through 2001).  The index is organized chronologically by conference and includes a full abstract of each paper published in the proceedings as well as the author(s), title and page numbers of each entry.  With the use of your browser search function (clicking on "Edit", then "Find in page") this should make it easier for researchers to find papers dealing with subjects of interest.  Copies of full individual papers can be ordered for the cost of photocopying and postage.  Details are provided on the web page.


Marketing and Supply Chain Management Department secretary Renee Dixon has resigned so as to have more time to spend with her husband Jim and their two boys.  Many RIM readers will remember Renee’s helpfulness at past CHARM conferences in East Lansing.  She will be missed.  This also means that her e-mail address dixonr@msu.edu will no longer be operative.  All messages for Stan Hollander should be sent to hollan10@msu.edu.  Please note that this is an alphanumeric address that consists of six letters, followed by the numerals for one and zero.  Comments about that referring to a big zero are most cordially not invited.

 Retrospectives in Marketing

Dept. of Marketing & Supply Chain Management
N370 North Business Complex
Eli Broad Graduate School of Management
Michigan State University
East Lansing, MI 48824-1122
Frozen North Correspondent – D.G. Brian Jones,
University of Prince Edward Island
Pacific Rim Correspondent – Terry Witkowski,
California State University at Long Beach
Stanley Hollander, Michigan State University
Texas Ranger Correspondent – Roger Dickinson,
University of Texas at Arlington
Production Manager
Cheryl Hanson, Michigan State University
Published quarterly by Michigan State University


Updated March 6, 2012.
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