Few inventions in marketing history altered the economics of repetition as profoundly as the printing technologies associated with Johannes Gutenberg. The decisive change did not begin with a memorable slogan,…
Introduction A trade fair began as a temporary city inside a city. For a few days or weeks, merchants, money changers, transporters, innkeepers, craftsmen, buyers, entertainers and officials gathered in…
Introduction The first printed advertisement was not a glossy poster, a newspaper ad or a modern brand campaign. It was a small commercial message designed to make a seller recognizable,…
Introduction Merchandising did not begin with pop stars, football clubs, film studios or theme parks. Long before a concert T-shirt, a Disney figurine or a museum-shop tote bag existed, people…
Introduction A Roman street wall could be a noticeboard, a campaign poster, a shop sign, a public recommendation, a joke, a political appeal and a commercial surface at the same…
Introduction Long before a message could be printed on paper, broadcast through radio or distributed through social media, it could travel in a pocket. A coin was small enough to…
Introduction Tesla’s marketing strategy is one of the most unusual and influential cases in modern business history. The company did not build its brand in the traditional automotive way: large…