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Historical research with Chinese multilateral historical marketing sources

Historical research with Chinese multilateral historical marketing sources The rich primary and secondary data sources for studying historical Chinese marketing theory and practice are discussed. This paper aims to briefly address possible challenges (and their solutions) to using these sources.Design/methodology/approachA bibliographic review is used to analyze historical sources pertaining to Chinese marketing theory and practice.FindingsMarketing scholars can draw from multiple but neglected and underused Chinese sources to glean important historical data reflecting pre-1949 Chinese marketing.Research limitations/implicationsUnderused Chinese multilateral historical marketing materials are inalienable to extending historical marketing study. Many studies about marketing theory and practice are amenable to such materials.Practical implicationsBy scrutinizing these materials, contemporary marketers can formulate parallel strategies from the repertoire of historical marketing strategies.Originality/valueThis is the first comprehensive survey of an invaluable non-Western source for historical research in marketing. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Historical Research in Marketing Emerald Publishing

Historical research with Chinese multilateral historical marketing sources

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References (30)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1755-750X
eISSN
1755-750X
DOI
10.1108/jhrm-09-2021-0044
Publisher site
See Article on Publisher Site

Abstract

The rich primary and secondary data sources for studying historical Chinese marketing theory and practice are discussed. This paper aims to briefly address possible challenges (and their solutions) to using these sources.Design/methodology/approachA bibliographic review is used to analyze historical sources pertaining to Chinese marketing theory and practice.FindingsMarketing scholars can draw from multiple but neglected and underused Chinese sources to glean important historical data reflecting pre-1949 Chinese marketing.Research limitations/implicationsUnderused Chinese multilateral historical marketing materials are inalienable to extending historical marketing study. Many studies about marketing theory and practice are amenable to such materials.Practical implicationsBy scrutinizing these materials, contemporary marketers can formulate parallel strategies from the repertoire of historical marketing strategies.Originality/valueThis is the first comprehensive survey of an invaluable non-Western source for historical research in marketing.

Journal

Journal of Historical Research in MarketingEmerald Publishing

Published: May 6, 2022

Keywords: Historical analysis; Bibliographic review; Multilateral historical marketing materials; Pre-1949 Chinese marketing; Marketing practice; Marketing theory

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