page_title: History of marketing
section_title: History of marketing thought
hierarchical_section_title: History of marketing / History of marketing thought
caption_attribution_description: English: Identifier: universityofpenn01nitz (find matches) Title: University of Pennsylvania: its history, traditions, buildings and memorials: also a brief guide to Philadelphia Year: 1918 (1910s) Authors: Nitzsche, George Erasmus, 1874- (from old catalog) ed Subjects: University of Pennsylvania Publisher: Philadelphia, International printing company Contributing Library: The Library of Congress Digitizing Sponsor: The Library of Congress View Book Page: Book Viewer About This Book: Catalog Entry View All Images: All Images From Book Click here to view book online to see this illustration in context in a browseable online version of this book. Text Appearing Before Image: he Campusand the best equipped building of its kind. The heating is bydirect steam, the ventilation by electrically driven fans,and the lighting by electricity. There are two prin-cipal entrances leading to the main hallway, which extends eastand west the entire length of the building to staircases at bothextremities. Large light-wells terminate in skylights over themain floor. The basement contains locker-rooms, lavatories, ma-chinery for heating and ventilating, storage battery rooms, lab-oratories for geodetic and hydraulic work, and for the testingof the materials of construction. On the first floor, adjacent tothe main entrance, are the offices of the heads of departments.Accommodation is also provided for physical and hydraulic test-ing, instrument testing and for special work in mechanical andelectrical engineering. Rooms are likewise set aside for dynamosand electric motors, steam and gas engines, refrigerating ap-paratus, hydraulic motors, boiler testing, pattern making, wood Text Appearing After Image: 112 and iron working, foundry and machine shops, etc. On thesecond floor is a reference library and reading room, a studentsassembly room, rooms for use of instructors and for lecturesand recitations. The rear portion of this floor is devoted almostwholly to drawing rooms. A room for the use of the engineer-ing societies, a general supply store, and the library stack occupythe middle portion. In the east and west wings ample space isassigned to the engineering museums, while the rear of thisfloor is set aside exclusively for additional drawing rooms,which, like those just.beneath, have the full advantage of a northlight. MEMORIALS IN THE ENGINEERING BUILDING In a laboratory room on the first floor of the east end of thebuilding is a bronze tablet inscribed: LESLEY CEMENT LABORATORY. Equipped by Robert W. Lesley, Esq. Class of 71. College. In recognition of the growing- needs of a great industry. On the walls of its meeting room in the east end of thebuilding there is a bronze tablet i Note About Images Please note that these images are extracted from scanned page images that may have been digitally enhanced for readability - coloration and appearance of these illustrations may not perfectly resemble the original work.
context_page_description: The study of the history of marketing, as a discipline, is meaningful because it helps to define the baselines upon which change can be recognised and understand how the discipline evolves in response to those changes. The practice of marketing has been known for millennia, but the term "marketing" used to describe commercial activities buying and selling a products or services came into popular use in the late nineteenth century. The study of the history of marketing as an academic field emerged in the early twentieth century.
  Marketers tend to distinguish between the history of marketing practice and the history of marketing thought:
  the history of marketing practice refers to an investigation into the ways that marketing has been practiced; and how those practices have evolved over time as they respond to changing socio-economic conditions
  the history of marketing thought refers to an examination of the ways that marketing has been studied and taught
  Although the history of marketing thought and the history of marketing practice are distinct fields of study, they intersect at different junctures.
context_section_description: Dating the history of marketing, as an academic discipline, is just as problematic as the history of marketing practice. Marketing historians cannot agree on how to date the beginnings of marketing thought. Eric Shaw, for instance, suggests that a period of pre-academic marketing thought can be identified prior to 1900.  Other historians suggest that the theory of marketing only emerged in the 20th century when the discipline began to offer courses at universities.  Nevertheless, the birth of marketing as a discipline is usually designated to the first decade of the twentieth century when "marketing courses" appeared in universities. In 1902, the University of Michigan offered what many believe to be the very first course in marketing. The University of Illinois also started offering coursework in marketing in 1902. In the academic year, 1904-1905, the University of Pennsylvania commenced teaching marketing. Other universities soon followed, including the Harvard Business School.
  Prior to the emergence of marketing courses, marketing was not recognised as a discipline in its own right; rather it was treated as a branch of economics and was often called applied economics. Subjects, which today might be recognised as marketing-related, were embedded in economics courses. Early marketing theories were described as modifications or adaptations of economic theories.
  The impetus for the separation of marketing and economics was due, at least in part, to economic's focus on production as the creator of economic value and general failure to investigate distribution. In the late 19th century and early 20th century, as markets became more globalised, distribution began to assume increasing importance. Some economics professors began to run courses examining various aspects of the marketing system, including "distributive and regulative systems." Other courses, such as the "marketing of products" and the "marketing of farm-products" followed. As the first decades of the 20th century progressed, books and articles concerning marketing topics began to emerge. In 1936, the publication of the new Journal of Marketing gave marketing academics a forum for exchanging ideas and research methods and also gave the discipline a real sense of its own distinct identity as a maturing academic discipline.
caption: University of Pennsylvania was among the first universities to offer courses in marketing
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