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Classics Lecture

Monday, September 25
Dewing 103

Marketing an Urban Identity: the shops and shopkeepers of ancient Rome

with Dr. Rhodora G. Vennarucci
Assitant Professor of Classics and Art History
University of Arkansas

Despite its cultural and economic importance today, retailing in ancient Rome remains a neglected area of study on account of the prevailing view among economic and marketing historians that the retail trades of pre-industrial societies were primitive and unsophisticated. By employing an interdisciplinary approach to the evidence and introducing new methodologies borrowed from retail and marketing theory, this talk confronts these traditional assumptions to argue that a shop economy developed in the city of Rome during the mid-late republic, which had a profound impact on urban space and society.