Ronald A. Fullerton is an independent scholar living in Toronto, Canada, having held academic appointments around the globe including American University in Cairo, University of the South Pacific, Emory University, the University of Massachusetts, Visiting Professor at Quinnipiac University in the USA and most recently at California State University, Northridge, USA. He is editor of two collections of readings on marketing history - Research in Marketing: Explorations in the History of Marketing, and Historical Perspectives in Marketing. He has published over 100 book chapters and articles which have appeared in, among other publications, the Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Business Research, Journal of Macromarketing, Journal of Advertising, Marketing Theory, Journal of Consumer Behavior, Journal of Social History, and Journal of Historical Research in Marketing. He serves on the Editorial Advisory Boards of the Journal of Historical Research in Marketing, European Business Review, and Journal of Macromarketing. He holds a PhD in History from the University of Wisconsin.

• Introduction: The Role of Marketing in the Growth of the German Book Markets, 1815-1890. 1. Separate, Distinct, Both Sluggish: The German book markets at the close of the Napoleonic Wars, 1815-1820. 2. The Regular Book Market Explodes, 1820-1843. 3. Engines of Growth: Dynamic and entrepreneurial marketing 1820-1843. 4. The Mass Book Market, 1820-1870. 5. The Decline and Recovery of the Regular Trade, 1843-1866. 6. The Book Market of the Regular Trade at Mid-Century, 1843-1866 7. Good Times, 1867-1888: The middle and upper class book market after mid-century. 8. The Mass Book Market Explodes, 1870-1890. Conclusion: The Role of Dynamic High Capitalist Marketing Practice in the German Book Markets

'Few others alive today "do" marketing history as well as Ron Fullerton. In addition to being an intellectual tour de force as regards nineteenth century German book publishing, Foundations is also an important scholarly contribution that all but demolishes the long prevailing ethnocentric view of marketing management as a product of mid-1950s America.' - Stanley J. Shapiro, Professor Emeritus, Simon Fraser University, Canada'In a delightful piece of historical scholarship, Ron Fullerton has produced a splendid read about the application of the marketing mix to the German book trade. Dr. Fullerton’s book is particularly fascinating because the sophisticated use of marketing tools and techniques that he so clearly describes occurred in the nineteenth century before the advent of "so called" modern marketing of the twentieth century. A must read for marketing historians.' - Eric Shaw, Emeritus Professor, Florida Atlantic University, USA

Ronald A. Fullerton is an independent scholar living in Toronto, Canada, having held academic appointments around the globe including American University in Cairo, University of the South Pacific, Emory University, the University of Massachusetts, Visiting Professor at Quinnipiac University in the USA and most recently at California State University, Northridge, USA. He is editor of two collections of readings on marketing history - Research in Marketing: Explorations in the History of Marketing, and Historical Perspectives in Marketing. He has published over 100 book chapters and articles which have appeared in, among other publications, the Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Business Research, Journal of Macromarketing, Journal of Advertising, Marketing Theory, Journal of Consumer Behavior, Journal of Social History, and Journal of Historical Research in Marketing. He serves on the Editorial Advisory Boards of the Journal of Historical Research in Marketing, European Business Review, and Journal of Macromarketing. He holds a PhD in History from the University of Wisconsin.

• Introduction: The Role of Marketing in the Growth of the German Book Markets, 1815-1890. 1. Separate, Distinct, Both Sluggish: The German book markets at the close of the Napoleonic Wars, 1815-1820. 2. The Regular Book Market Explodes, 1820-1843. 3. Engines of Growth: Dynamic and entrepreneurial marketing 1820-1843. 4. The Mass Book Market, 1820-1870. 5. The Decline and Recovery of the Regular Trade, 1843-1866. 6. The Book Market of the Regular Trade at Mid-Century, 1843-1866 7. Good Times, 1867-1888: The middle and upper class book market after mid-century. 8. The Mass Book Market Explodes, 1870-1890. Conclusion: The Role of Dynamic High Capitalist Marketing Practice in the German Book Markets

'Few others alive today "do" marketing history as well as Ron Fullerton. In addition to being an intellectual tour de force as regards nineteenth century German book publishing, Foundations is also an important scholarly contribution that all but demolishes the long prevailing ethnocentric view of marketing management as a product of mid-1950s America.' - Stanley J. Shapiro, Professor Emeritus, Simon Fraser University, Canada'In a delightful piece of historical scholarship, Ron Fullerton has produced a splendid read about the application of the marketing mix to the German book trade. Dr. Fullerton’s book is particularly fascinating because the sophisticated use of marketing tools and techniques that he so clearly describes occurred in the nineteenth century before the advent of "so called" modern marketing of the twentieth century. A must read for marketing historians.' - Eric Shaw, Emeritus Professor, Florida Atlantic University, USA

Ronald A. Fullerton is an independent scholar living in Toronto, Canada, having held academic appointments around the globe including American University in Cairo, University of the South Pacific, Emory University, the University of Massachusetts, Visiting Professor at Quinnipiac University in the USA and most recently at California State University, Northridge, USA. He is editor of two collections of readings on marketing history - Research in Marketing: Explorations in the History of Marketing, and Historical Perspectives in Marketing. He has published over 100 book chapters and articles which have appeared in, among other publications, the Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Business Research, Journal of Macromarketing, Journal of Advertising, Marketing Theory, Journal of Consumer Behavior, Journal of Social History, and Journal of Historical Research in Marketing. He serves on the Editorial Advisory Boards of the Journal of Historical Research in Marketing, European Business Review, and Journal of Macromarketing. He holds a PhD in History from the University of Wisconsin.

• Introduction: The Role of Marketing in the Growth of the German Book Markets, 1815-1890. 1. Separate, Distinct, Both Sluggish: The German book markets at the close of the Napoleonic Wars, 1815-1820. 2. The Regular Book Market Explodes, 1820-1843. 3. Engines of Growth: Dynamic and entrepreneurial marketing 1820-1843. 4. The Mass Book Market, 1820-1870. 5. The Decline and Recovery of the Regular Trade, 1843-1866. 6. The Book Market of the Regular Trade at Mid-Century, 1843-1866 7. Good Times, 1867-1888: The middle and upper class book market after mid-century. 8. The Mass Book Market Explodes, 1870-1890. Conclusion: The Role of Dynamic High Capitalist Marketing Practice in the German Book Markets

'Few others alive today "do" marketing history as well as Ron Fullerton. In addition to being an intellectual tour de force as regards nineteenth century German book publishing, Foundations is also an important scholarly contribution that all but demolishes the long prevailing ethnocentric view of marketing management as a product of mid-1950s America.' - Stanley J. Shapiro, Professor Emeritus, Simon Fraser University, Canada'In a delightful piece of historical scholarship, Ron Fullerton has produced a splendid read about the application of the marketing mix to the German book trade. Dr. Fullerton’s book is particularly fascinating because the sophisticated use of marketing tools and techniques that he so clearly describes occurred in the nineteenth century before the advent of "so called" modern marketing of the twentieth century. A must read for marketing historians.' - Eric Shaw, Emeritus Professor, Florida Atlantic University, USA