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The Relationship in Marketing: Contribution of a Historical Perspective............................... .Joao Proenca, University of Porto, PORTUGAL Teresa Fernandes, University of Porto, PORTUGAL P.K. Kannan, University of Maryland, USA

173

* Consumer Voice and Brand Loyalty: Lever, J. Walter Thompson and The Rise of............... Market Research in Britain, 1918-1939 Stefan Schwarzkopf, Queen Mary College, University of London, UK

181

The Evil Trade that Opened China to the West......................................................................... Shirley Ye Sheng, Florida Atlantic University, USA Eric Shaw, Florida Atlantic University, USA

194

Promoting Philanthropy in the Black Community: A Macroscopic Exploration...................... Nanda Shrestha, Florida A&M University, USA Lydia McKinley-Floyd, Florida A&M University, USA Mark Gillespie, Amerilist, USA

201

Odor, Oh No!: Deodorant, Melodramas and Hygiene Product Advertising in America.......... 1900-1930 Julian Sivulka, Waseda University, JAPAN

213

Selective Civil War Battlefield Preservation as a Method of Marketing the Southern............. "Lost Cause" Richard D. Stone, Shippensburg University, USA Mary M. Graham, York College of Pennsylvania, USA

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World's Fairs, Technology Transfer and the Department Store 1800s to 1930s...................... Robert Tamilia, University of Quebec at Montreal, CANADA

229

The History of Corrugated Fiberboard Shipping Containers................................................... Diana Twede, Michigan State University, USA

243

Abstracts

Challenging conditions and the Success of Academic Research in Marketing: A New............ Product. Development Perspective Amir Grinstein, Harvard University, USA Elie Ofek, Harvard University, USA Stav Rosenzweig, The Hebrew University of Jerusalem, ISRAEL

249

The Cooperative Marketing of Hawaiian Canned Pineapple, 1908-39.................................... Richard Hawkins, University of Wolverhampton, UK

252

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