Marketing History in Spain



The Journal of Historical Research in Marketing invites submissions for a special issue focused on ‘Marketing History in Spain.’ Several overarching themes are planned including historical studies of marketing within Spain and the ways in which Spain has been marketed beyond the country's borders, the use of several tools to promote products and brands, the adaptation of marketing strategies imported from abroad, the Franco period (before and after) in consumption and marketing, the development of new consumer identities amongst women or children, mass tourism, brand Spain influence, regionalism marketing.

This special issue provides researchers an opportunity to present historical research on all areas of marketing with a specific focus on Spain. For this special issue of JHRM, the co-editors are open to historical and historiographic topics in a variety of areas addressing marketing histories in Spain from a global perspective or a specific area.

List of Topic Areas:


  • History and evolution of advertising agency histories from Spain.
  •  Consumer reaction to campaigns.
  • Institutional branding via advertising in the past.
  • Differences to current campaigns. 
  • History of marketing in Spain.
  • Specific materials such as collectable cards, posters, stamps, music programs, labels, wedding invitations, ephemera and marketing.
  • Marketing focuses on specific targets such as women, children or youth among others.
  • Foreign brands and their introduction in Spain (foreign products, acceptance, reformulation, advertising campaigns, failures, success).
  • Media for marketing purposes (radio, tv, newspapers, magazines, children magazines).
  • History of governmental policies to promote marketing.
  • Specific historical brand cases in Spain.
  • Sojourners, immigrant markets and immigrants as marketers.
  • Connections between marketing campaigns in Spain and former overseas territories.
  • Regionalism.
  • Tourism promotion of Spain inland and abroad.
  • History of tourism and development.
  • Consumer identities and typologies.
  • The gradual process of Americanisation.
  • The use of marketing with different purposes (educational, new energies acceptance, new policy acceptance, new products acceptance, new behaviours). 

Submissions Information:

Submissions are made using ScholarOne Manuscripts. Registration and access are available at:

Author guidelines must be strictly followed. Please see:

Authors should select (from the drop-down menu) the special issue title at the appropriate step in the submission process, i.e. in response to ““Please select the issue you are submitting to”. 

Submitted articles must not have been previously published, nor should they be under consideration for publication anywhere else, while under review for this journal.

Guest Editors: 

Maria Elena Aramendia-Muneta, Universidad Pública de Navarra, Spain, [email protected] 

Felipe Ruiz-Moreno, Universidad de Alicante, Spain, [email protected] 

María Pilar Martínez-Ruiz, Universidad de Castilla-La Mancha, Spain, [email protected]  

Key Deadlines:

Opening date: 23/01/2023
Closing date for manuscripts submission: 31/07/2023    

Closing date for abstract submission: 31/03/2023    
Email for submissions: [email protected]