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PODCAST

A History of Marketing

A podcast about the stories and strategies behind the campaigns that shaped our world. Featuring conversations with top CMOs, marketing professors, authors, historians, and business leaders. marketinghistory.org

history

All Episodes

73:12

Nino Carvalho: More Marketing, Less Guru

A History of Marketing ·

2025/05/22

A History of Marketing / Episode 18This week, I'm thrilled to welcome Nino Carvalho, a professor, author, and marketing consultant based in Portugal.I actually discovered Carvalho and his work thanks to a podcast listener who brought him to my attention via a YouTube comment. After connecting with Nino and reading translations of his publications (he primarily writes in Portuguese), he has become an inspiration for me and my exploration into marketing history.Nino stands out as one of the few

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37:19

Reflections and Lessons from the first months of ‘A...

A History of Marketing ·

2025/05/08

A History of Marketing / Episode 17This week we're mixing up the usual format. I've been publishing this podcast for a few months now, so I thought this would be a good time to reflect on the conversations I've had so far, talk about what I've learned, and share a behind-the-scenes look at how the podcast is going. Spoiler alert: I think it's going great.I recruited my friend Scott Morris, Creative Director at Waka Seattle to interview me about the podcast.Scott is an incredibly talented documentary

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31:22

T. Bettina Cornwell: The World of Sports Endorsements...

A History of Marketing ·

2025/05/01

A History of Marketing / Episode 16Tune into any major sporting event, and corporate sponsorship saturate the screen. Colossal logos sprawl across stadium rooftops. They adorn the smallest patch on a player's jersey. From pre-game shows to post-game analysis, from breakfast cereal to beer cans, from charitable causes to gambling apps, sponsorships are inseparable from sports.Sports and sponsorship are so interwoven, it’s easy to think it was always this way. But it’s a relatively new phenomenon. It

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41:10

Gabriele Carboni: The Marketing Book Endorsed by Pope...

A History of Marketing ·

2025/04/24

A History of Marketing / Episode 15This is not a current events podcast, but this episode is more timely than usual.I’m joined by Gabriele Carboni, a marketer, author, consultant based in Italy. I met Carboni through Philip Kotler. Together they co-authored the book, “Enlightened Management” which is about how Impact Marketing can have a positive impact for people and the planet.Gabriele Carboni is probably the only marketer to have a book endorsed by the late Pope Francis. The Vatican issued this

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69:20

Mark Tadajewski: Myth Busting, Mind Reading, and...

A History of Marketing ·

2025/04/17

A History of Marketing / Episode 14If you listened to my first podcast with Philip Kotler, you heard Phil discuss marketing emerging in the early 1900s as a form of “applied economics.” This week, my guest Mark Tadajewski shares research that casts doubt on that version of events, revealing a narrative of early marketing history that is much more complex than the traditional story and veers into surprising, supernatural territory.Mark Tadajewski is Professor of Marketing at The Open University and

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26:31

Louis Stern: Marketing Channels, Power, and Conflict

A History of Marketing ·

2025/04/10

A History of Marketing / Episode 13"Place" might be the most often overlooked of the four P’s in the marketing mix, but it encompasses channels and distribution. Power dynamics and conflicts between companies (and sometimes within them) shape how products reach their customers. Few have influenced our understanding of marketing channels more than Louis Stern. Lou is the John D. Gray Distinguished Professor Emeritus at Northwestern's Kellogg School and the namesake of the American Marketing

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23:12

George Day: Market Driven Strategies, “Where to Play...

A History of Marketing ·

2025/04/03

A History of Marketing / Episode 12“My philosophy about the marketing function is that it's the interface between the organization and its markets.” - George DayThis week, we’re joined by Professor George Day, a renowned author, educator, and researcher. Day is the Geoffrey T. Boise Emeritus Professor at the Wharton School of the University of Pennsylvania, where he founded the Mack Institute for Innovation Management. Day co-authored Marketing Research with David Aaker and V. Kumar, who were

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33:31

Giana Eckhardt: The Origins of Branding in Imperial...

A History of Marketing ·

2025/03/27

A History of Marketing / Episode 11When and where did modern branding really begin? The usual narrative suggests it started during the Industrial Revolution, when the UK and the US began mass producing goods.This week, we’re challenging that story with my guest Giana Eckhardt, Professor of Marketing at King's College London, whose research reveals sophisticated branding practices thrived in Imperial China centuries before the Industrial Revolution.Early examples of Chinese brands like the "White

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36:59

Sergio Zyman, Part 2: New Coke and "The End of...

A History of Marketing ·

2025/03/20

A History of Marketing / Episode 10 (Part 2)“Some critics will say Coca-Cola has made a marketing mistake, and some cynics say that we planned the whole thing. The truth is we're not that dumb, and we're not that smart.” - Don Keough, Former President of Coca-Cola in 1985We go beyond the headlines of New Coke and hear Zyman’s first-hand account of:The Internal Battles: How resistance to changing Coca-Cola's iconic (but stale) advertising led to the fateful decision to change the product itself.The

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40:59

Sergio Zyman, Part 1: “The First Chief Marketing...

A History of Marketing ·

2025/03/13

A History of Marketing / Episode 10 (Part 1)“Marketing is about selling more stuff to more people more often for more money more efficiently. That's what marketing is.” - Sergio ZymanThis week, I’m joined by a marketing iconoclast: Sergio Zyman. Wikipedia describes Zyman as being “best known as the marketer behind the failed launch of New Coke and the success of Diet Coke, Fruitopia, Surge, and ad campaigns such as "Coke Is It."Zyman rarely gives interviews, and the few that are available tend to

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52:48

Dr. Robert Cialdini: “The Godfather of Influence” on...

A History of Marketing ·

2025/03/06

A History of Marketing / Episode 9This week, I sit down with Dr. Robert Cialdini, a NYT bestselling author and Regents Professor Emeritus of Psychology and Marketing at Arizona State University. Cialdini is regarded as “The Godfather of Influence” and The Harvard Business Review describes him as “the foremost expert on effective persuasion.”This is a special conversation for me. Cialdini’s 1984 book “Influence: Science and Practice” is a book I’ve revisited over my career, and I’ve recommended it to

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40:34

Dr. V. Kumar: Marketing Research and the Data Revolution

A History of Marketing ·

2025/02/27

A History of Marketing / Episode 8“Anytime there was a budget cut, marketing was cut first. So I took it personally to make executives believe marketing is an investment, not an expense. The only way you can prove that is to show the ROI of marketing.” - V. KumarThis week, we have a marketing titan joining us: Dr. V. Kumar, also known as “VK.” He's among the most cited and influential scholars in the field of marketing. He has published over 300 scholarly articles and 35 books. VK’s has been

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28:49

Dr. Jagdish Sheth: Buyer Behavior and the Evolution...

A History of Marketing ·

2025/02/20

A History of Marketing / Episode 7“Consumers don't make choices. They reduce choices.” - Jag ShethThis week my guest is a marketing legend, Dr. Jagdish Sheth. Dr. Sheth is a renowned scholar and has published more than 300 research papers and over 30 books. He’s the namesake of the Jagdish Sheth School of Management and recipient of the Padma Bhushan—the third-highest civilian honor awarded by the Government of India.In our conversation, we dive into the influence of psychology on marketing, Jag’s

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48:47

Shelley Spector: Early Public Relations & Pioneers...

A History of Marketing ·

2025/02/13

A History of Marketing / Episode 6This week we are joined by Shelley Spector, founder and director of the Museum of Public Relations. Shelley's journey into PR history began with an unlikely friendship with the legendary Edward Bernays, the "father of public relations" and nephew of Sigmund Freud.In our conversation, Shelley shares personal stories of Bernays in his later years, and we use the Museum of Public Relations as a lens to explore PR's early history.I'm releasing this episode right after

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47:06

Larry Tye on Edward Bernays: "The Father of Public...

A History of Marketing ·

2025/02/06

A History of Marketing / Episode 5This week, my guest is author Larry Tye, who is best known for his biographies of iconic figures of American history. Tye's book "The Father of Spin" is the definitive biography of Edward L. Bernays, who is often called "The Father of Public Relations."This excerpt from The Father of Spin provides a glimpse at the historic life of Bernays:”Edward Bernays almost single-handedly fashioned the craft that has come to be called public relations. Bernays was the man who,

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28:42

David Aaker: "The Father of Modern Branding"

A History of Marketing ·

2025/01/30

A History of Marketing / Episode 4 This week, my guest is David Aaker, the "Father of Modern Branding," a renowned marketing professor, author, and consultant who has revolutionized the way we think about brands. Aaker's work on brand equity helped elevate the role of marketing to serve a more strategic function in organizations.Aaker is the author of several seminal books, including "Managing Brand Equity" (1991) and "Building Strong Brands" (1996), which introduced the influential Aaker Model

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43:31

Mark Tungate: Advertising History from Ancient...

A History of Marketing ·

2025/01/23

Today, my guest is journalist and author Mark Tungate. Mark has spent over 30 years covering the advertising, branding, and luxury industries.Mark’s book Adland: A Global History of Advertising tells the story of the most influential people and iconic advertising campaigns from around the world. Mark is also the editorial director of the Epica Awards, a global creative competition judged by journalists.Listen to the Podcast: Spotify / Apple Podcasts / YouTube PodcastsIn this episode, we cover the

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34:02

Guy Kawasaki: The Remarkable Rise of Evangelism...

A History of Marketing ·

2025/01/21

Listen to the Podcast: Spotify / Apple Podcasts / YouTube PodcastsWelcome to episode two of A History of Marketing. I'm Andrew Mitrak, and today my guest is Guy Kawasaki. Guy shaped the field of marketing by popularizing the idea of evangelism marketing. Today, there are more than 10,000 technology, brand, and product evangelists on LinkedIn, and that wouldn't have happened without Guy.Guy worked at Apple during some of their most iconic marketing moments, so he shares an insider's perspective on

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31:15

Dr. Philip Kotler: 'The Father of Modern Marketing'

A History of Marketing ·

2025/01/15

Welcome to the first episode of A History of Marketing. This podcast is a quest to understand how marketing evolved and today, we kick off this quest with an absolute legend: Dr. Philip Kotler, also known as the 'father of modern marketing.'When I originally had the idea for this podcast, Phil was the very first person I reached out to, and meeting him has already made this project worthwhile.Phil Kotler has authored over 90 books, including Marketing Management, which was my textbook when I studied

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3:25

Introducing: A History of Marketing

A History of Marketing ·

2025/01/13

A podcast exploring the untold stories of how marketing evolved through conversations with marketing leaders, professors, authors, and historians - including Philip Kotler, David Aaker, Guy Kawasaki, Jagdish Sheth, V. Kumar, Shelley Spector, and more.Hosted by Andrew Mitrakmarketinghistory.orgTranscript:Imagine this. The year is 1900. You pick up a copy of the Webster’s English dictionary. You search for the word "marketing."You don’t find it. That’s because it’s not there yet.Flash forward to 2025

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