Sources for advertising and marketing history at the McCracken Research Library, Buffalo Bill Center of the West

IF 0.5 Q4 BUSINESS Journal of Historical Research in Marketing Pub Date : 2021-11-12 DOI:10.1108/jhrm-07-2021-0029

Terrence H. Witkowski

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Abstract

Purpose This paper aims to describe written and visual data sources useful for researching the history of advertising and marketing that are held in the collections of the McCracken Research Library at the Buffalo Bill Center of the West in Cody, Wyoming. Design/methodology/approach Knowledge of the McCracken collections has been acquired over several years of online searches and subsequent data analyses, communications with Library staff and from a personal visit to Cody in September 2021. Findings Several digital collections are surveyed. The Roy Marcot Firearms Advertisement Collection visually documents industry practices and also speaks to larger issues in American gun culture. The Winchester Publications provide insights via company magazines into product and management strategies, hardware retailing and visual merchandising tactics during the 1920s. The Schuyler, Hartley and Graham archive of business correspondence illustrate business-to-business marketing from the nineteenth through the early 20th century. The Buffalo Bill Collection reveals how the culturally important Wild West shows were promoted and experienced. Originality/value This paper familiarizes advertising and marketing historians with the primary sources in the McCracken Research Library and suggests some potential areas for study.

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广告和市场营销的历史来源在麦克拉肯研究图书馆，西部水牛比尔中心

本文旨在描述在怀俄明州科迪市西部布法罗比尔中心麦克拉肯研究图书馆收藏的对研究广告和营销历史有用的书面和视觉数据源。设计/方法/方法通过几年的在线搜索和随后的数据分析，与图书馆工作人员的沟通以及2021年9月对科迪的亲自访问，获得了对麦克拉肯馆藏的了解。调查结果调查了几个数字馆藏。罗伊·马科特枪支广告集直观地记录了行业惯例，也谈到了美国枪支文化中更大的问题。温彻斯特出版公司在20世纪20年代通过公司杂志提供产品和管理策略、硬件零售和视觉营销策略方面的见解。斯凯勒、哈特利和格雷厄姆的商业信函档案说明了从19世纪到20世纪初的企业对企业营销。野牛比尔系列揭示了文化上重要的狂野西部表演是如何被推广和体验的。原创性/价值本文使广告和市场营销历史学家熟悉了麦克拉肯研究图书馆的主要资料来源，并提出了一些潜在的研究领域。

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来源期刊

Journal of Historical Research in Marketing BUSINESS-

CiteScore

0.90

自引率

33.30%

发文量

期刊介绍： Launched in 2009, Journal of Historical Research in Marketing is the only quarterly, peer-reviewed journal publishing high quality, original, academic research that focuses entirely on marketing history and the history of marketing thought. Pedagogical and historiographical / methodological essays are also welcome as long as they are grounded in a marketing and historical context. The essence of an historical perspective is a thorough, systematic, critical awareness of the changes (or continuity) in events over time and of the context in which change or continuity occurs. In addition to regular full length research articles, the Journal occasionally features material under the following sections. Explorations & Insights includes invited commentaries about marketing history and the history of marketing thought. These tend to be shorter (three to six thousand words) than the full articles that run in each issue. Sources of Historical Research in Marketing includes short essays introducing unexplored and novel archives and other primary historical resources, their contents and relevance to marketing history. Archivists or library professionals who believe their collections might be of interest to marketing historians are invited to submit essays to contribute to this section. JHRM also invites historical review essays that focus on historically important marketing books under the section Forgotten Classics. Examples of these historical reviews can be found in past issues of the Journal and those suggest an approach for potential submissions. Authors are advised to check with the editor about the suitability of a book title before submitting a Forgotten Classics review for consideration.