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

Academic Article


  • © 2015, Emerald Group Publishing Limited. 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.
  • Authors

    Digital Object Identifier (doi)

    Author List

  • Powers TL
  • Start Page

  • 584
  • End Page

  • 592
  • Volume

  • 7
  • Issue

  • 4