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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.
© Emerald Group Publishing Limited
2015
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