M. Tadajewski
‘The Complete English Tradesman’ – business relations, trust, and honesty or ‘let’s rethink the history of relationship marketing’
Tadajewski, M.
Authors
Abstract
Purpose – This paper aims to provide a close reading of Daniel Defoe’s The Complete English Tradesman. It makes a case that many of the themes that Defoe engages with are consistent with later arguments offered by relationship marketing scholars. Design/methodology/approach – This is a close reading of one of Defoe’s most popular texts, The Complete English Tradesman. It links this discussion with relationship marketing tenets. Findings – Defoe pays considerable attention to key relational ideas, including the cultivation of a public perception of business honesty, the need to cater to customer requirements, treating the customer as the “idol” of the practitioner and undertaking a variety of actions to ensure that consumers trust the words and actions of the tradesman. Practical implications – This paper highlights how ahistorical debates surrounding relationship marketing have been and calls for a return to the archives. Originality/value – This paper supplements existing research that charts the implications for marketing thought of Defoe’s work, extending this via a juxtaposition of his writing with relational tenets.
Citation
Tadajewski, M. (2015). ‘The Complete English Tradesman’ – business relations, trust, and honesty or ‘let’s rethink the history of relationship marketing’. Journal of Historical Research in Marketing, 7(3), 407-422. https://doi.org/10.1108/jhrm-04-2015-0012
Journal Article Type | Article |
---|---|
Acceptance Date | Apr 21, 2015 |
Publication Date | Aug 1, 2015 |
Deposit Date | Apr 21, 2015 |
Publicly Available Date | Mar 29, 2024 |
Journal | Journal of Historical Research in Marketing |
Print ISSN | 1755-750X |
Publisher | Emerald |
Peer Reviewed | Peer Reviewed |
Volume | 7 |
Issue | 3 |
Pages | 407-422 |
DOI | https://doi.org/10.1108/jhrm-04-2015-0012 |
Keywords | Biography, History of marketing thought, History of selling. |
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This article is © Emerald Group Publishing and permission has been granted for this version to appear here http://dro.dur.ac.uk/15438/. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
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