Bibliography on Canadian Marketing
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References on the History of Canadian Marketing Found in Textbooks, Journals and Other Sources From the Seventeenth Century to the Present Compiled and Partially Annotated by Robert D. Tamilia PhD Professor of Marketing Department of Marketing, ESG-UQAM With the assistance of Stanley J. Shapiro PhD Former Dean and Professor Emeritus, Simon Fraser University (Updated July, 2011) The literature cited in this bibliography is far more extensive than the select list of recommended references we published in the Journal of Historical Research in Marketing (Shapiro and Tamilia, 2011). This is the “Master List” from which a recommended set of references was selected for the annotated bibliography that appeared in JHRM. Also, the JHRM article provided references up to the beginning of WW2. This Master list goes beyond that period and attempts to be current. References from newspapers and trade magazines are largely ignored in this listing. However, some are included because they had been subsequently referenced in texts that were consulted. Searching every issue in trade magazines over the past one hundred years or more in order to locate all relevant marketing articles would have been an enormous task. Also, even locating early issues of such trade magazines as Canadian Grocer , Canadian Magazine , Industrial Canada, Marketing Magazine, Financial Post Magazine, Executive , and many others no longer published would have taken far more time and effort than we had available. Fortunately, some of this literature was cited in the Mallen and Litvak (1966) annotated bibliography on Canadian marketing. However, the majority of the references cited in their 119 page monograph were authored between 1960 and 1966. The list of marketing references presented here is distinctively macro in orientation. The contributions of marketing to Canada’s economic and social development since the seventeenth century were our main concern. We view marketing not only as a managerial technology serving the needs of firms and other organizations but also as a component of the history and evolution of the Canadian economy in which buying and selling activities are part and parcel of the fabric of social and economic life. This Master list does present information on some Canadian marketing management issues, a category which was absent in the select list published in JHRM. But marketing management articles were included only if they added historical value by exploring uniquely Canadian marketing problems and issues encountered. “How to” marketing mix articles similar to those found in American sources were not included. Authorship by Canadians was insufficient. In other words, references were not included if they did not have relevance to the Canadian marketing scene in some form or another. 1 Marketing in pre–twentieth century economies was not what it is today. There was no focus on paid media advertising and social and electronic media sources did not exist. Demand stimulation efforts such as coupons, cents-off, free samples, contests, banners, loyalty programs, sponsorships, and the like were a 20 th century business phenomenon. Studies on consumer behavior, branding, media behavior, attitude and segmentation studies were simply not done. In brief, market and marketing research studies made their entry in the world of business only in the 20 th century. Moreover, marketing as a separate business topic worthy of study had yet to be recognized. It was only in the 20 th century that marketing became a discipline to be studied as part of economics and the social sciences. Serious scholarly academic work in marketing began later in Canadian universities than in the USA (Cunningham and Jones, 1997; Jones 1992; Jones and McLean, 1995). Nevertheless, we found many sources in this list that show marketing management practice was alive and well, and often quite sophisticated in pre–twentieth century Canada. One need only consider, for example, the fur trade in the seventeenth and eighteenth centuries or the extent to which the marketing concept was recognized by Canadian businesses in the late nineteenth century (Jones and Richardson, 2007). Many of the listed references may not seem to be marketing–based or entirely focused on buying and selling activities. Thus, at first glance they may seem to be of questionable relevance. But each such article was included because the text had some marketing content of redeeming value even though the text was not on marketing narrowly defined. We are of the marketing faith that if there’s a business then there’s marketing, and if there’s buying and selling, then there’s marketing. Let us not forget that marketing cannot be discussed in a social vacuum. There is a need to view the marketing work from a systems perspective in which buying and selling take place and such activities are intertwined and interconnected with the social, economic, and political subsystems, among others, which make up society. The selected references include many on consumers and their behavior and on the Canadian distributive structure (retailing and wholesaling). Other topics such as packaging and the marketing of specific manufactured products (e.g. cars, shoes, cigarettes, or clothing) are also included. In addition, articles on marketing’s other half, the supply side of marketing, receive considerable attention. For whatever reason, current Canadian marketing texts completely ignore Canada’s transportation infrastructure treating it as a given in the marketing of goods and services. Historically, however, it was improvements in transportation that made the existence of a Canada–wide market possible. Railroad construction and the development of ports and canals had important marketing repercussions. Such improvements were a major factor in Canada’s economic development over the last two centuries. New modes of transportation greatly increased the range of products available to consumers, led to better management of inventories, lowered the price of goods, and made possible the growth in trade not only with the USA but also the rest of the world. Transportation not only linked markets and regions and 2 eased the flow of goods and services across Canada; it was also an important component in nation building, contributing to a more united Canada, politically and socially. As a result, this bibliography contains many references dealing with the history of transportation in Canada, and more specifically, with the many problems and issues related to the financing and building of the canals and rail routes which made the far wider distribution of goods possible. References dealing with social development as related to B2C marketing, factors such as home ownership, the role of women in the household and at work, residential living conditions, and so forth were also included as were texts which discussed the historical development of the Canadian economy especially as regards trade and commerce. Other texts dealing with specific commodities (e.g. staples such as fur, wheat, fish, lumber, or beef) were also referenced. The impact of government policies, such as the National Policy in the late nineteenth century, must also be understood by any reader interested in knowing more about the history of economic development in Canada. References on Canada’s regulatory environment needed to be included in the list because trade laws impact on many aspects of buying and selling and reflect, for better or worse, the degree to which competition occurs in the country. Readers will note that the references are neither grouped under a classificatory system nor is a periodization (i.e. a chronology) of the texts provided. The references are simply listed in alphabetic order. Moreover, no special categories exist for the various regions of Canada or even specific cities, such as Montreal and Toronto. Even the short list published in our JHRM, though it did have a regional focus, did not isolate articles on particular cities of importance to marketing. Montreal, from the very beginning of the fur trade to the early part of the twentieth century, was an important economic engine of all of Canada, not just Quebec. Montreal was the centre of buying and selling, of imports and exports. Montreal was the city which attracted entrepreneurs and merchants not only locally but also from other regions of Canada, from the USA (Loyalists), and, of course, from England, Scotland, Ireland, and elsewhere. These merchants did a lot of business in Montreal and the city was the centre of railroad decision making and canal building. Montreal was, in short, the city that helped build Canada. The city was ideally located due to its accessibly to the Atlantic Ocean, the Saint Lawrence River and the Great Lakes. Montreal flourished until the railroads, among other factors, became a more important factor than waterways in transportation and industrial development. From the later part of the nineteenth century, Toronto was also progressing at a fast pace, thanks in part to the city’s links with Western Canada and its close proximity to major U.S. markets as Detroit, Chicago, Cleveland, and others. Nowadays, Toronto has overtaken Montreal, becoming the financial and industrial capital of Canada. This list that follows contains some articles on the marketing impact of these and other Canadian cities but most of this material comes from the geography literature, a literature once deemed pertinent to marketing but, unfortunately, now all but neglected. 3 The golden age of published Canadian marketing material dealing with uniquely Canadian dimensions of marketing was, without a doubt, the 1960s and 1970s. Why this was so is not entirely clear. What is surprising is that after this golden age, fewer and fewer academic discussions of the Canadian marketing scene are to be found. That does not mean that Canadian marketing academics were not publishing. On the contrary, they were, and with increasing frequency, but the vast majority of such published material made little if any contribution to a unique literature on Canadian marketing.