Forgotten classics: Marketing Methods by Ralph Starr Butler (1918)

Abstract

Purpose – The purpose of this paper is to provide a retrospective review of an early marketing text, Marketing Methods (1918) by Ralph Starr Butler. Design/methodology/approach – Marketing Methods is summarized, and perspectives of scholars that have occurred since its publication are provided. Findings – Marketing Methods represents the first college textbook to use the term “marketing” and, thus, represents a major and important early work in the field. Originality/value – This review of Marketing Methods provides a retrospective on the development, structure, critical reviews and influence of this text.