A note on marketing and the corporate annual report: 1930–1950

Cornelia Dröge, Richard Germain, Diane Halstead

Journal of the Academy of Marketing Science · 1990 · Volume 18 · Issue 4

Abstract

During 1930–1950, the purpose and content of corporate annual reports were vigorously debated in the business press. Using these writings as a case file, this research presents evidence that contradicts the received view that the Marketing Era post-dates 1950. The evidence strongly suggests that the reports themselves were marketed. Target audiences were identified and researched, and their needs and desires were respected in content, design, and distribution decisions. Furthermore, the debate over the reports' substantive content suggests that both product/service marketing and social marketing were pervasive before 1950. *** DIRECT SUPPORT *** A00BV057 00011

Keywords

Marketing, Annual Report, Management Review, Target Audience, Social Marketing

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