Collection at the Hartman Center

The Hartman Center for Sales, Advertising & Marketing History at Duke University’s Rubenstein Library acquires and preserves printed material and collections of textual and multimedia resources and makes them available to researchers around the world. Through these collections and related programming, the Center promotes understanding of the social, cultural and historical impact of advertising, marketing and sales.

In 2012, the Achenbaum Institute of Marketing donated Alvin Achenbaum’s comprehensive collection of research studies, presentations, articles, correspondence and speeches to the Hartman Center.  The Center praised the Collection as “one of the rare collections which covers the breadth of a person’s career, while also documenting the internal workings of a number of agencies and consulting firms.”

The papers comprise over 80,000 items and contain 117 linear feet of material which documents the six decades of Achenbaum’s professional life. Clients represented in the Collection include: American Red Cross, AT&T, Block Drug, Bristol-Myers, Campbell’s Soup, Chrysler, General Foods, GTE, Hallmark, Honda, K-Mart, Miller Brewing, Nationwide Insurance, Nestlé, Nissan, Pfizer, Philip Morris, Quaker Oats, Revlon, Ryerson, Seagram, Toyota and the U.S. Department of Defense.

The Alvin A. Achenbaum Collection is available for research and viewing at the John W. Hartman Center in Durham, NC.  Its contents can also be accessed via the Center’s website.

In 2013, the Institute established the Alvin A. Achenbaum Travel Grant Program which sponsors travel for scholars of marketing, research and advertising who wish to study at the Hartman Center at the Rubenstein Library.

The Achenbaum Institute is grateful to the Hartman Center for its preservation of the legacy of one of advertising’s visionary giants.