1. The history of marketing thought: Editors’ introduction

   • Stanley C. Hollander
   • Terence R. Nevett
   • Ronald A. Fullerton

   EditorialNotes Pages: 267 - 268

2. Historical research in marketing: Retrospect and prospect

   • D. G. Brian Jones
   • David D. Monieson

   OriginalPaper Pages: 269 - 278

3. The railroad and movie industries: Were they myopic?

   • David J. Morris

   OriginalPaper Pages: 279 - 283

4. A review of empirical studies of aggregate marketing costs and productivity in the United States

   • Eric H. Shaw

   OriginalPaper Pages: 285 - 292

5. Pre-aldersonian antecedents to macromarketing: Insights from the textual literature

   • Ronald Savitt

   OriginalPaper Pages: 293 - 301

6. Economics, psychology, and the literature of the subdiscipline of consumer behavior

   • Robert A. Mittelstaedt

   OriginalPaper Pages: 303 - 311

7. Contribution of women to U.S. marketing thought: The consumers’ perspective, 1900–1940

   • Mary Ellen Zuckerman
   • Mary L. Carsky

   OriginalPaper Pages: 313 - 318

8. The art of marketing research: Selections from Paul F. Lazarsfeld's “Shoe Buying in Zurich” (1933)

   • Ronald A. Fullerton

   OriginalPaper Pages: 319 - 327

9. Literary criticism and the history of marketing thought: A new perspective on “reading” marketing theory

   • Barbara B. Stern

   OriginalPaper Pages: 329 - 336

10. Marketing as production: The development of a concept

    • Donald F. Dixon

    OriginalPaper Pages: 337 - 343

11. The commodity approach in marketing research: Is it really obsolete?

    • Walter Zinn
    • Scott D. Johnson

    OriginalPaper Pages: 345 - 353

12. A note on marketing and the corporate annual report: 1930–1950

    • Cornelia Dröge
    • Richard Germain
    • Diane Halstead

    OriginalPaper Pages: 355 - 364

13. Marketing thought in American Decorative Arts

    • Terrence H. Witkowski

    OriginalPaper Pages: 365 - 368