The origins of marketing practice in Britain: from the ancient to the early twentieth century

Abstract

Purpose The purpose of this paper is to explore the development of marketing practice in Britain from the ancient to the early twentieth century. It builds upon the author’s chapter in the 2016 Routledge Companion to the History of Marketing.

Design/methodology/approach This paper is based on a review of secondary history and archaeology literature supplemented by digitised historic newspaper and magazine advertising. The literature is frameworked using a modified version of Fullerton’s 1988 periodization which has been extended to include the medieval and Roman eras.

Findings One of the significant findings of this paper is the key role the state has played in the development of marketing practice in Britain, the construction of pavements being a good example.

Originality/value Apart from Nevett’s 1982 history of British advertising and the author’s Routledge Companion to the History of Marketing chapter, this is the first survey of the historical development of British marketing practice. It assembles and presents in a useful way important information. This paper will be of interest to marketing historians, especially students and researchers new to the subject.