Western Libraries

"Pioneers in Marketing"

From 1956 to 1961 the Journal of Marketing published a series of short biographical profiles under the heading "Pioneers in Marketing". The purpose of the profiles was stated as follows:

In order to pay tribute to the men who have been leaders in the field of marketing, some years ago the American Marketing Association established a Committee on Biographies to run a series of statements on the pioneers in the field. In this series the Association honors the distinguished men of the past, and those of the present who are approaching retirement, who have contributed in an outstanding way to the thought and development of marketing.

The purpose here is to introduce you to those pioneers and direct you to the essays and other resources related to them that are held in the Western Libraries.

The citation for each orginal essay is provided and the Journal of Marketing is available in the Business Library. The essays were also reprinted - and in some cases updated - in a book that is also in the Business Library collection: Pioneers in Marketing, ed. by John S. Wright and Parks B. Dimsdale. In addition, an electronic version of the Journal of Marketing is also available via the ProQuest ABI/INFORM Archive. This means that not only can you read these articles from your home or office, you can now search older issues of that journal and other core journals for related material in ways that were not possible before. For example, you can search for articles by these "pioneers" or you could identify those individuals who appeared in profiles in the series that followed, which was called - "Leaders in Marketing". Using that term you can find the essays that were published during the 1960s and 1970s.
Here are three related articles that will also be useful: H.H. Maynard, "Marketing Courses Prior to 1910," Journal of Marketing, Vol.5, No.4, April 1941; H.H. Maynard, "Early Teachers of Marketing," Journal of Marketing, Vol. 7, No.2, Oct. 1942 and Robert Bartels, "Influences on the Development of Marketing Thought," Journal of Marketing,Vol. 16, No.1, July 1951. All of these articles are available in pritnt and electronically.

The citations to the biographical sketches are presented below in alphabetical order by "pioneer". The matching profile in the Wright and Dimsdale book is also given along with an indication as to whether the essay in the book differs from the original in the journal. In some cases, additional information is provided. As well, a "bonus" profile that appears only in the book is included at the end.

1. Agnew, Hugh Elmer. 1875 - 1955.
"A Pioneer in Marketing... Hugh Elmer Agnew," by William J. McKeon, Journal of Marketing, Vol. XXIV, No.3, January, 1960, p.75. This essay is reprinted in Pioneers in Marketing: A Collection of Twenty-Five Biographies of Men Who Contributed to the Growth of Marketing Thought and Action. eds. John S. Wright and Parks B. Dimsdale (hereafter referred to as "Wright & Dimsdale"). The essay begins on p.3.

Books by Agnew in the Western Libraries
(listed in chronological order)

Cooperative Advertising by Competitors; Promoting a Whole Industry by Combined Efforts in Advertising,
HF5827.A45. 1926
Advertising Media, HF5823.A55 1938
Outdoor Advertising, HF5843.A56 1938
Outlines of Marketing, HF5415.A36 1942
Advertising Principles, HF5821.A485 1943
Marketing Policies, HF5415.A356 1951


2. Brisco, Norris Arthur. 1876 - 1944.

" A Pioneer in Marketing..." Arthur Norris Brisco," by John H. Wingate, Journal of Marketing, Vol. XXV, No.1, July, 1960, p.70. This essay is reprinted in Wright & Dimsdale (p.17).

Books by Brisco in the Western Libraries

The Economic Policy of Robert Walpole, DBWSTK H31.C7 no.72 (1967) first published 1907
Economics of Business, HF5351.B75 1913
Retail Buying, HF5437.B7 1926
Retail Credit, HF5566.B65 1942
Introduction to Modern Retailing, HF5429.B64 1942
Buying for Retail Stores, HF5437.B68 1946
Store Salesmanship, HF5438.B75 1947
Buying for Retail Stores, HF5437.W53 1960


3. Butler, Ralph Starr. 1882 - 1971.
" A Pioneer in Marketing... Ralph Starr Butler," by James Playstead Wood, Journal of Marketing, Vol. XXV, No.4, April, 1961, p.69. See also the "Testimonial to Ralph Starr Butler," by Neil H. Borden in the following number: Journal of Marketing, Vol. XXV, No.5, July 1961, p.73. The Wood essay is not reprinted in Wright & Dimsdale. A new essay was written by J. H. Westing, "Ralph Starr Butler, 1882 - 1971", and it is found on p. 23.
At this time some additional information is available at the University of Wisconsin Extension web site. An obituary can be found in The New York Times, March 21, 1971. Interestingly enough, the obituary of his wife appeared three days later (Mar. 24). Both these obituaries are now available electronically.

Book by Butler in the Western Libraries

Marketing and Merchandising, HF5351.M76 v.5 1919


4. Cherington, Paul Terry. 1876 - 1943

"A Pioneer in Marketing...Paul Terry Cherington," by Archibald M. Crossley, Journal of Marketing, Vol. XXI, No.2, Oct., 1956. This essay is reprinted in Wright & Dimsdale on p.29.

Books by Cherington in the Western Libraries

The Elements of Marketing, HF5415.C5 1920
Advertising as a Business Force: A Compilation of Experience Records, DBW HF5823.C5 1921


5. Clark, Fred Emerson. 1890 - 1948

"A Pioneer in Marketing...Fred Emerson Clark", by R. M. Clewett, Journal of Marketing, Vol. XXII, No.1, July, 1957. This essay is reprinted in Wright & Dimsdale, p.35.

Books by Clark in the Western Libraries

Principles of Marketing, HF5415.C53 1923
Readings in Marketing, HF5415.C533 1924
Principles of Marketing, HF5415.C53 1947


6. Converse, Paul Dulaney. 1889 - 1968

" A Pioneer in Marketing...Paul Dulaney Converse", by Harvey W. Huegy, Journal of Marketing, Vol. XXIII, No.2, Oct., 1958. This essay is reprinted with a very brief 'afternote' in Wright & Dimsdale, p. 41. The "Paul D. Converse Award" is granted to persons who have made outstanding contributions to the theory and science of Marketing. The award was initially established by the American Marketing Association on December 29, 1946.

Books by Converse in the Western Libraries

Marketing, Method and Policies, HF5415.C55 1922
Selling Policies, HF5415.C57 1927
The Elements of Marketing, HF5415.C55 1936
Introduction to Marketing, HF5415.C56 1948
The Elements of Marketing, HF5415.C55 1952
Elements of Marketing, HF5415.C55 1958
Fifty Years of Marketing in Retrospect, HF5415.T4 no.5 1959
Elements of Marketing, HF5415.C55 1965


7. Copeland, Melvin T. 1884 - 1975

"A Pioneer in Marketing...Melvin T. Copeland, " by Malcolm P. McNair, Journal of Marketing, Vol. XXII, No.2, Oct., 1957. This essay is reprinted with a brief 'afternote' in Wright & Dimsdale, p.47. The Copeland papers are at the Baker Library. For an obituary see "Melvin Copeland Harvard Professor," in the New York Times, Sat. March 29, 1975. Copeland authored the biography of another 'pioneer'. See Arch Shaw below.

Books by Copeland in the Western Libraries

The Cotton Manufacturing Industry of the United States, HD9875.C7 1917
Marketing Problems, HF5415.C6 1920
Business Statistics, HF5500.C65 1921
Problems in Marketing, HF5415.C6 1923
Principles of Merchandising, HF5415.C65 1924
Raw Material Prices and Business Conditions, HF5001.H33 no.2 1933
Merchandising of Cotton Textiles: Methods and Organization, HF5001.H33 no.1 1933
International Raw Commodity Prices and the Devaluation of the Dollar, HF5001.H33 no.5 1934
A Raw Commodity Revolution, HF5001.H33 no.19 1938
The Board of Directors and Business Management, HD2745.C6 1947
The Executive at Work, HD31.C64 1957
And Mark an Era; The Story of the Harvard Business School, HF1134.H4 C6 1958


8. Erdman, Henry E. 1884 - 1977.
"A Pioneer in Marketing... Henry E. Erdman," by George L. Mehren, Journal of Marketing, Vol. XXIV, No.4, April, 1960, p.77. This essay is reprinted in Wright & Dimsdale (p.55). A biographical profile is available at the University of California, Berkeley web site.

Books by Erdman in the Western Libraries

The Marketing of Whole Milk, SF261.E73 1921
Revolving Finance in Agricultural Cooperatives, DBW HD1491.A3 E7 1965


9. Filene, Edward A. 1860 - 1937.
"Pioneers in Marketing... Edward A. Filene and Lincoln Filene," by Daniel Bloomfield, Journal of Marketing, Vol. XXIII, No.3, Jan., 1959. For another profile of the Filenes see, Biographical Dictionary of American Business Leaders, by John N. Ingham, Vol.1, p.376. See also the book by George Berkley, The Filenes.

Books by Edward Filene in the Western Libraries

The Way Out; A Forecast of Coming Changes in American Business and Industry, HF5351.F55 1920
The Model Stock Plan, HF5429.F4 1930
The Consumer's Dollar, DBW HB801.F5 1934


10. Filene, Lincoln. 1865 - 1957.
"Pioneers in Marketing... Edward A. Filene and Lincoln Filene," by Daniel Bloomfield, Journal of Marketing, Vol. XXIII, No.3, Jan., 1959.

Book by Lincoln Filene in the Western Libraries

Toward Full Employment, HC106.3.D38 1938


11. Hibbard, Benjamin Horace. 1870 - 1955.
"A Pioneer in Marketing... Benjamin Horace Hibbard," by Henry E. Erdman, Journal of Marketing, Vol. XXIV, No.2, Oct., 1959, p.77. This essay is reprinted in Wright & Dimsdale (p.69).

Books by Hibbard in the Western Libraries

The History of Agriculture in Dane County, Wisconsin, S451.W6H5 1905
Effects of the Great War Upon Agriculture in the United States and Great Britain, HC56.P7 1919
Marketing Agricultural Products, HF5415.H53 1921
A History of the Public Land Policies, DBW HD216.H5 1939
Agricultural Economics, DBWSTK HD1411.H5 1948


12. Hotchkiss, George Burton. 1884 - 1953.
" A Pioneer in Marketing...George Burton Hotchkiss," by D.B.Lucas, Journal of Marketing, Vol. XXV, No.3, Jan., 1961, p.72. This essay is reprinted in Wright & Dimsdale (p.73).

Books by Hotchkiss in the Western Libraries

Handbook of Business English, DBWSTK PE1115.H7 1920
Advanced Business Correspondence, HF5721.H6 1928
A Treatise of Commerce, Reproduced from the London Edition of 1601, DBW/HUR HF486.M17W5 1931
An Outline of Advertising; Its Philosophy, Science, Art, and Strategy, HF5823.H575 1933
Milestones of Marketing, HF5415.H77 1938
This volume was autographed by the author in May, 1942.
Advertising Principles, HF5821.A485 1943
Advertising Copy, HF5825.H6 1949
An Outline of Advertising; Its Philosophy, Science, Art, and Strategy, HF5823.H575 1950


13. Lyon, Leverett Samuel. 1885 - 1959.
"A Pioneer in Marketing...Leverett Samuel Lyon," by N.H. Engle, Journal of Marketing, Vol. XXIV, No.1, July, 1959.p.67 This essay is reprinted in Wright & Dimsdale (p.79).

Books by Lyon in the Western Libraries

Our Economic Organization, DBW HB171.5.M33 1923 [Electronic Resource]
Salesmen in Marketing Strategy, HF5441.L8 1926
Hand-to-Mouth Buying... HF5437.L85 1929
Essays on Research in the Social Sciences;..., DBW H62.B76 1931
Advertising Allowances; A Phase of the Price-Making Process, HF5827.L86 1932
The Economics of Free Deals, With Suggestions for Code-Making Under the N.R.A., HF5436.L88 1933
The ABC of the NRA, DBW HC106.3.A52A47 1934
The National Recovery Administration, DBW HD3616.U46L8 1935
The Economics of Open Price Systems, HD236.U5L86 1936
Government and Economic Life; Development and Current Issues of American Public Policy, HC106.3.L9 1940
Government and Economic Life, DBW HC106.3.L92 1941
Governmental Problems in the Chicago Metropolitan Area: A Report, JS108.A55 1957


14. Maynard, Harold H. 1889 - 1957
" A Pioneer in Marketing...Harold H. Maynard," by Theodore N. Beckman, Journal of Marketing, Vol. XXIII, No.4, April, 1959. This essay is reprinted in Wright & Dimsdale, p. 85.

Books by Maynard in Western Libraries

Principles of Marketing, HF5415.M35 1932
An Introduction to Business Management, HF5351.M3 1933
Retail Marketing and Merchandising, HF5429.M35 1938
Sales Management, HF5438.N58 1940
Principles of Marketing, HF5415.M35 1946
Principles of Marketing, HF5415.M35 1957
Sales Managment, HF5438.M34 1957


15. Nourse, Edwin Griswold. 1883 - 1974
" A Pioneer in Marketing... Edwin Griswold Nourse, by E.T. Grether, Journal of Marketing, Vol. XXII, No.4, April, 1958. This essay is reprinted in Wright & Dimsdale, p. 91. For an obituary see, "Edwin Nourse, 90 Dies, Truman's Economic Aide," New York Times, April 10, 1974.

Books by Nourse in Western Libraries

The Chicago Produce Market, DBW HD9008.C4N7 1918
Agricultural Economics: A Selection of Materials in Which Economic Principles are
Applied to the Practice of Agriculture
, DBW HD1411.N6 1920
The Legal Status of Agricultural Co-Operation. DBW HD1491.U5N6 1927
America's Capacity to Produce, HC106.3.D55 V.1 1934
Three Years of the Agricultural Adjustment Admininstration, DBW HD9006.N75 1937
Industrial Price Policies and Economic Progress DBW HB221.N6 1938
Between Automatic and Authoritarian Price-Making, DBW HB236.A3N68 1942
Competition as Method and as Goal: Chapter III of the Forthcoming Book, Price-Making in Democracy,
DBW HD41.N6 1942
Democracy as a Principle of Business: Appendix B of Price-Making in Democracy, DBW HC106.3.N62 1942
Distribution Costs-Wasting at the Bunghole, HF5415.N7 1942
Price Making in a Democracy, HB221.N64 1944
Economics in the Public Service.... DBW HC106.5.N67 1953
American Agriculture and the European Market, DBW HD1761.N6 (reprint of the 1924 edition). 1972


16. Nystrom, Paul Henry. 1878 - 1969

" A Pioneer in Marketing...Paul Henry Nystrom," by Delbert J. Duncan, Journal of Marketing, Vol. XXI, No.4, April, 1957. A revised essay by Duncan is found in Wright & Dimsdale, p. 97.

Books by Nystrom in Western Libraries

Retail Selling and Store Management, HF5429.N83 1915
Economic Principles of Consumption, DBW HB801.N9 1929
Economics of Retailing, DBW HF5429.N8 1930
Fashion Merchandising, HD9940.A2N873 1932
Elements of Retail Selling, HF5429.N82 1936
Retail Store Operation, HF5429.N8 1937
Marketing Handbook, HF5415.N9 1948
Economics of Fashion, HD9940.A2N87 1964


17. Parlin, Charles Coolidge. 1872 - 1942
"A Pioneer in Marketing... CharlesCoolidge Parlin," by Wroe Alderson, Journal of Marketing, Vol. XXI, No.4, July, 1956. The essay is reprinted in Wright & Dimsdale, p. 103. The "Charles Coolidge Parlin Award" is presented for distinguished achievement in the markting research field. "The award was established in 1945 by the Philadelphia Chapter of the AMA and the Wharton School in association with Curtis Publishing Company to honor Charles Coolidge Parlin, known to business historians as the "father" of marketing research. Parlin headed the market research department at Curtis for almost 30 years."



18. Resor, Stanley B. 1879 - 1962.
"A Pioneer in Marketing...Stanley B. Resor," by James Playsted Wood, Journal of Marketing, Vol. XXV, No.6, Oct., 1961, p.71. The Wood essay is not reprinted in Wright & Dimsdale. A new essay was written by Laurence Wile Jacobs, "Stanley B. Resor, 1879 - 1962," p. 109.



19. Scott, Walter Dill. 1869 - 1955

" A Pioneer in Marketing... Walter Dill Scott," by C.H. Sandage, Journal of Marketing, Vol. XXV, No.5, July, 1961, p.74. This essay is reprinted in Wright & Dimsdale (p.125).

Books by Scott in the Western Libraries

The Theory of Advertising BUS HF5821.S36 1907
Increasing Human Efficiency in Business: A Contribution to the Psychology of Business, HF5500.S43 1911
The Psychology of Advertising in Theory and Practice: A Simple Exposition to the Principles of Psychology in
their Relation to Successful Advertising
, DBW HF5822.S3 1921
Influencing Men in Business, HF5353.S36 1928
Personnel Management: Principles, Practices, and Point of View, HF5549.S33 1961
Psychology of Business, HF5548.8.S36 1969
The Psychology of Advertising, DBW HF5822.S3 1978

(These last two books are available electronically).
The Psychology of Advertising, 1910
Increasing Human Efficiency in Business: A Contribution to the Psychology of Business, 1911


20. Shaw, Arch W. 1876 - 1962.
" A Pioneer in Marketing... Arch W. Shaw," by Melvin T. Copeland, Journal of Marketing, Vol. XXII, No.3, Jan., 1958. The essay is reprinted in Wright & Dimsdale, p. 129.

Books by Shaw in the Western Libraries

An Approach to Business Problems, DBW HF5351.S46 1916
Some Problems in Market Distribution. Illustrating the Basic Application of a Basic Philosophy of Business, HF5415.S52 1951


21. Starch, Daniel. 1883 - 1979
"A Pioneeer in Marketing...Daniel Starch," by Neil H. Borden, Journal of Marketing, Vol. XXI, No.3, Jan., 1957.
The essay is reprinted in Wright & Dimsdale, p.135. For an obituary see, "Daniel Starch, Ad Analyst at 95" in the New York Times, Feb. 10, 1979.

Books by Starch in the Western Libraries

Experiments in Educational Psychology, LB1051.S7 1917
Educational Psychology, LB1051.S65 1923
Educational Psychology, LB1051.S65 1928
Experiments in Educational Psychology, LB1051.S7 1930
Controlling Human Behavior: A First Book in Psychology for College Students, BF131.S68 1936
How to Develop Your Executive Ability, HF5500.2.S73 1943
Measuring Product Sales Made by Advertising, HF5828.S73 1961
Measuring Advertising Readership and Results, HF5827.S83 1966
Principles of Advertising, HF5821.S73 1926


22. Tosdal, Harry R. 1889 - ??
"A Pioneer in Marketing... Harry R. Tosdal, by Ross M. Cunningham,Journal of Marketing, Vol. XXIII, No.1, April, 1958. The essay is reprinted in Wright and Dimsdale, p. 141.

Books by Tosdal in the Western Libraries

Principles of Personal Selling, DBW HF5438.T55 1925
Problems in Sales Management, HF5438.T552 1939
Salesmen's Compensation, HF5438.T6 V.1&2 1953
Introduction to Sales Management, HF5438.T53 1957
Selling in our Economy: An Economic and Social Analysis of Selling and Advertising, HF5415.T72 1957


23. Vaile, Roland Snow. 1889 - 1970
"A Pioneeer in Marketing...Roalnd Snow Vaile," by E.T. Grether, Journal of Marketing, Vol. XX, No.4, April, 1956. The essay is reprinted in Wright & Dimsdale, p. 147.

Books by Vaile in the Western Libraries

Market Organization, HF5415.V25 1930
The Economic Effects of the NRA: A Regional Analysis, HF5001.M63 no.11 1935
Marketing in the American Economy, HF5415.V26 1952
Research Memorandum on Social Aspects of Consumption in the Depression, DBW HD6983.V3 1972
Economics of Advertising, HD5827.V25 1985


24. Weld, Louis D.H. 1882 - 1946.

" A Pioneer in Marketing...Louis D.H.Weld," by Donald R.G.Cowan, Journal of Marketing, Vol. XXV, No.2, Oct., 1960, p.63. This essay is reprinted in Wright & Dimsdale (p.153).

Books by Weld in the Western Libraries

Studies in the Marketing of Farm Products, DBW H31.M65 no.4 1915
The Marketing of Farm Products, DBW HD9006.W3 1916
Private Freight Cars and American Railways, DBW H31.C7 no.81 1968


25. Saunders, Clarence, 1881 - 1953

"Clarence Saunders, 1881-1953," by Persis Emmett Rockwood in Wright & Dimsdale, p.117. Saunders was not included in the original "pioneer' series. Saunders was the founder of Piggly Wiggly grocery stores. For an interesting account of Mr. Saunders see either "A Corner in Piggly Wiggly," in The Fate of the Edsel and Other Business Stories, or "The Last Great Corner: A Company Called Piggly Wiggly," in Business Adventures, both books by John Brooks