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A History of Marketing

A History of Marketing

De: Andrew Mitrak
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 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.orgAndrew Mitrak Economía Mundial
Episodios
  • Nino Carvalho: More Marketing, Less Guru

    Nino Carvalho: More Marketing, Less Guru
    May 22 2025
    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 marketing educators I've encountered who passionately emphasizes the importance of marketing history in his teaching.Our conversation is packed with so much material, it’s like three episodes rolled into one. I'm especially grateful for this conversation; since Nino primarily creates content in his native Portuguese, there aren't many long-form English-language discussions like this one available.Listen to the podcast: Spotify / Apple Podcasts / YouTube PodcastsWe kick things off with Nino's book, Mais Marketing, Menos Guru, which translates to “More Marketing, Less Guru.” We chat about the history of so-called "marketing gurus" and how we should critically consider their role in shaping how people think about and practice marketing.From there, journey through marketing history in the Lusosphere, the Portuguese-speaking world. We start by examining how Portugal's early commercial and trade history laid the groundwork for early forms of business schools. Then, we fast-forward to the 20th century to uncover how marketing education emerged in Brazil during the Cold War and in Portugal following the end of the Estado Novo dictatorship.Throughout our conversation, Nino shares his valuable perspective on how learning marketing history can enhance a marketer's skills and strategic abilities. He even offers me a few tips on how to make marketing history more engaging for marketing students. (Fingers crossed that I can put these to work!)This episode is a bit longer than usual, but I'm sure you'll find it interesting throughout. I certainly did.So, without further ado, here's my conversation with Nino Carvalho.Note - I use an AI tool to transcribe the audio of my conversations to text. I check the output but it’s possible there are mistakes I missed. I have lightly edited parts of this transcript for clarity.The Spark: What Inspired Nino to Teach Marketing Through a Historical LensAndrew Mitrak: Nino Carvalho, welcome to A History of Marketing.Nino Carvalho: Thank you very much, Andrew. It's a pleasure to be here.Andrew Mitrak: I'm so excited for this conversation. We have a lot to cover. I want to start with your book, which is in Portuguese, Mais Marketing, Menos Guru, or More Marketing, Less Guru. I love the title of this book. This is one of the few popular marketing books I've come across that talks about the importance of marketing history. What first ignited your passion for marketing history?Nino Carvalho: Well, I think it was like a spark that suddenly started. It sounds like a very emotional thing. I believe I was always curious about the history of things in general. When I started working with marketing and studying marketing, especially in the digital field where many new professionals and their digital gurus took things from the past and kind of reinvented the wheel themselves to have a new package and try to sell that to newbies and people who are just starting to study digital. So that, I think, took me on a journey to go deeper into what those concepts, those theories, or the practices they were talking about were all about, because it didn't sound quite reliable. So this was like a very instrumental motivation.However, during the search for those things and looking for the truth or the beginning, the origins of some concepts, I think we start discovering a lot of new things about marketing. Because marketing is so connected to society, you also start learning about society in general, other countries' histories, other cultures' histories. So, I think it's something that will either strike you straight away or not because it's very strong. And I think this motivates us to keep learning more about the past of our discipline. Of course, I also noticed that the more I learned about the past, the better my classes and my professional work as a consultant were as well. So, it was like finding my own personal Holy Grail, in a way.Defining the Guru: Marketer vs. Self-PromoterAndrew Mitrak: So we're going to talk a lot more about marketing history and everything you found, including your Holy Grail. But first, going back to the title of the book. The title is More Marketing, Less Guru. I think we've all seen marketing gurus on the internet and whatnot, but I'm wondering how you would distinguish a marketer from a guru.Nino Carvalho: Yeah, this is interesting because by studying our discipline, I found out that there will be different interpretations. For instance, what we in Portugal or in Brazil would ...
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    1 h y 13 m
  • Reflections and Lessons from the first months of ‘A History of Marketing’

    Reflections and Lessons from the first months of ‘A History of Marketing’
    May 8 2025
    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 filmmaker who always asks thoughtful questions. He provided me with incredibly helpful advice and feedback as I put “A History of Marketing” together.I gave Scott some of the top questions I've heard from listeners, but otherwise let him drive the conversation. Now, here’s Scott Morris interviewing me.The Origins of “A History of Marketing”Scott Morris: I see this as serving as a proxy for your audience. So I'm going to ask you some questions about the podcast: how it started, how it's going, and then where it's going to go from here. So diving right in, let's go back to the beginning. A History of Marketing. Where did you get this idea? What's the origin story?Andrew Mitrak: The podcast idea came all at once, but a lot of things were percolating in the background. I released a trailer, about a three-minute intro to the podcast, and it's a pretty honest trailer. It really tells my journey from the start, and of course, it's three minutes, so it's an abbreviated journey, but it tells most of the important parts of the story.At some point, it hit me that I'm a marketer, and I've spent a dozen or more years doing this professionally, and I know very little about how it started. Meanwhile, I'm very interested in history. I read—most of the books I read are non-fiction or history books—and I feel like I have a grasp of a lot of other disciplines, the history of those disciplines. I know a little bit about psychology and economics and computer history and art history and music history, but I didn't know anything about marketing history. And that suddenly hit me as odd. And I'm like, I better go look for books on marketing history.And I really didn't find any. There are some books, and I don't mean to diminish the work that's out there, but they tend to be very academic-oriented journal articles. There's a book called The History of Marketing Thought. Or they're siloed. They're histories of advertising, of certain elements of public relations, and biographies of individual marketers or advertisers or entrepreneurs. But there wasn't anything that was like a history of marketing. And similarly, there was no podcast dedicated to it either, or even a blog really dedicated to it. There were blog posts or podcast episodes that touched on marketing history, but nothing that really dived into this particular topic.And being somebody who's interested in storytelling, interested in marketing, I thought this was a gap. And it was one of those moments where I thought, “This doesn't exist in the world, why don't I try to fill it?” And that's the start of the show.Scott Morris: In the process of building up the interviews and starting the editing process and really building what you felt like was going to be this podcast, what's been the toughest part?Andrew Mitrak: It's been surprisingly easy, all things considered. You are aware of this, most listeners probably are not, is that I have a video background. I had produced podcasts at a prior company that I was at. And so I know all the tools. I was a student in college, I was a journalist, I was a documentary filmmaker, and a lot of those skills translate pretty well to podcasting. I also am pretty good at cold emailing, and sending emails to guests was a fun little challenge. So a lot of that came easily. I'm not the best at any one of these things, but I think that I have a lot of the skills, when combined together, that make me pretty good at this so far.I'd say the thing that I disliked the most about it—that to me it's hard because it's hard to do things when you're not having as much fun—is sometimes it's things that I've signed myself up for, like doing a YouTube short. I have a lot of joy in editing the full episode. I'm in the zone when I'm in Premiere and editing everything together, and I feel good about releasing the long-form stuff. But there are things that I'm like, well, every episode, every platform seems to want these short little snippets and these bite-sized things, and let me go ahead and do those as well. And I don't find as much joy in them. I see them as a little more of a chore.So there are things like that that I'm like, it's my own doing. I could choose not to do it, but the things that don't get me excited about it, they feel the hardest to me. And also, I always edit the short last, so I've gotten the whole episode done, I've gotten it all transcribed, I've got everything published, and then I do this little short, and it seems ...
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    37 m
  • T. Bettina Cornwell: The World of Sports Endorsements and Sponsorship-Linked Marketing

    T. Bettina Cornwell: The World of Sports Endorsements and Sponsorship-Linked Marketing
    May 1 2025

    A History of Marketing / Episode 16

    Tune 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 doesn’t happen naturally either. Behind the scenes marketers, brands, teams, and athletes navigate complex sponsorship-linked marketing arrangements that aim to benefit all parties involved.

    My guest is T. Bettina Cornwell, a leading expert on sports and sponsorship. She is the Philip H. Knight Chair and Head of the Department of Marketing at the University of Oregon's Lundquist College of Business.

    Professor Cornwell literally wrote the book on the subject. It's called Sponsorship in Marketing and the 3rd edition of it comes out today. I read an earlier edition to prepare for our interview, and I really enjoyed it. So, if you like our conversation, I recommend checking it out.

    Our discussion was an absolute blast. We cover some of the best-known successes and revealing failures in the world of sports and sponsorship.

    Now, here it is – my conversation with Bettina Cornwell.Find more: marketinghistory.org

    Hosted by Andrew Mitrak



    This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit marketinghistory.org
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    31 m
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